We are on the HUNT for CERTAIN ideas. The past was more zen. Today we are awash in ideas - an environment of memes. We want to COMPLETE a PATTERN in our minds on the topics we monitor and care about. People are out to gather cool new info, ideas, capabilities. They're out searching because they are INCOMPLETE. This motivates every search - a need to fill a missing hole in our mental patterns. I have to make all of my ideas GEL. I'm hungry to complete my understanding of mass communications so I'm hunting through old books for good ideas. It's a "buyer's market". You get to choose the info you add from the firehose of culture into your own mind. This is all up to you. The information that you actually incorporate is WISDOM, and it fits a PATTERN in order to get there. An overview of the effects of mass communication is my paradigm I'm trying to fill. IF someone were to write about this, I'd find it and if I found it useful I'd incorporate those ideas into my own theories. We are on the hunt for ideas. We scan our environment and select among cues. We pay attention to the signs associated with the cues that attract us. To complete your understanding of Facebook, a new article that pops up about Facebook will cause you to suddenly switch on your consciousness and hunt for more ideas to fit into the Facebook folder in your own mind. You're curating a mental index on each topic you care about. Over time, your picture of Facebook will be more nuanced than others, giving you an advantage. When you get a message, you decode it into your existing mental file system. You're hunting for ideas that could make a difference. This means I can position tinyvox for mechanics to help them communicate to their customers, and mechanics may respond to this positioning because that's exactly what they are looking for - a new and easier way to communicate with their customers! So that'd be a nice example of fitting your value proposition to map onto the needs of a market through marketing communication.