var b = behaviour[format,content,design,motion,sound];
var r = audience.reaction[conscious,subconscious];
var t = time(occurence,duration)+∞ ;
r / t ∝ b / t = r ∝ b / t

An experience is a sequence of behaviours over time. Audience reaction is proportional to these behaviors. It is a universal mathematical formula. Film, photographs, travel; everything follows this formula. Everything. (more)

(Inspiration: David Fincher)

“One eye sees, the other feels.”
― Paul Klee

Emotional reaction to any experience is unavoidable. Therefore, any experience that does not recognize its emotional effect is a half-considered effort.

Context + Timing + Relevance = Value

For the audience, the value of an experience is found at the intersection of context, timing, and relevance.

It depends on the audience’s background knowledge, its duration and occurrence at a precise moment in time for optimum effect, and the information provided and emotion felt in driving to audience to the next event.

“It's better to tell a short story well, than a long one poorly.”
― 37signals

The audience is not captive. Use your time wisely. Make sure every one of your decisions in the time you have adds value. Anything that doesn’t should be discarded without hesitation.

SNR = S.value / N.value = µ / ơ

This is the ratio that compares the strength of a desired effect to the level of background noise.

If your audience doesn’t value your brand’s experience, it becomes lost in the background of bad advertising. You can bombard your audience with messaging over every medium and channel available, or you can make your brand indispensable.

“They are coming to rely too much on research, and they use it as a drunkard uses a lamp post, for support rather than for illumination.”
― David Ogilvy, Confessions of an Advertising Man

The power of data depends on what you do with it. Innovation occurs not when data is used to bolster established practices, but rather to propose original ideas.