A popular TV show examines crime starting from the outcome and working backwards through the facts to learn how the outcome occurred. In marketing this is amazingly effective as well. Let’s look at an example. Two major competitors were going to merge. The workforce feared job losses which the employers assured were not going to happen. The objective of a promotional marketing project was to reinforce this message and improve productivity and cooperation. So the point of focus became what makes people feel secure in their jobs. Since all marketing is emotive, or triggered by emotional connection, it is essential to tap into the emotion of security. Some of the things that touch these emotional triggers are: a pay raise, a job promotion, new company letterhead with your name on it, a new office with your name on the door, a parking place near the door reserved for you, your photo on company literature or marring the CEO’s offspring!