Mario's right to draw attention to the work of Daniel Kahnemann and the profound realisation that we don't make decisions the way we think we do. For sustainable choices to be made instinctively, we must fundamentally rethink how we communicate, since the 'System 1' part of our brains that actually drives much of our behaviour has no capacity for language.

Like Mario, I believe there's much we can learn from brands like Red Bull, not least the power of storydoing over storytelling - cultivating a purpose-driven narrative that is brought to life implicitly through congruent actions and experiences, rather than relying on explicit (and often incongruent) communication.