Innovation in the Art of Persuasion

Ron Itelman

Chapter Chapter 7 in The Language of Innovation, 2025, pp 115-132 from Springer

Abstract: Abstract In 2009, at an altitude higher than most American cities, 5280 feet specifically, a young graphic designer by the name of Mike Cessario was invited by his musician friends to be backstage at a concert called the “Warped Tour Music Festival,” in Denver, Colorado. The concert was sponsored by Monster Energy drinks, and the musicians on stage all had Monster Energy cans behind them as they played, drinking from the cans throughout the show. Except there was a secret: The musicians didn’t want to be drinking a product filled with sugar, chemicals, and caffeine, so they were filling up the cans with water.

Date: 2025
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DOI: 10.1007/979-8-8688-1140-1_7

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