What inspired me to set out to write this article (I will add link to article later) was a song. “The Hook” by Blues Travelers and it caught my attention because as one of my favorites I actually have it on a “love songs” play list. The reason being that it speaks to the side of my own romantic nature that I had wasted too many years battleling and now instead of insisting on its departure I accept it. I guess it is what one could call the shadow of romanticism that can emphasize the story script over the substance.  So the Blues Travelers song to me speaks to a romantic love that is seen with an unflinchingly honest awareness of the power that this “hook” which does speak to the current situation being faced. At the business level there is a hook that plays on the personal desire for love and connection, we call that “hook” marketing.

This "hook" relies on the part of ourselves that wants to believe in an illusion. Whether that illusion is abdication of responsibility for the world or lives we have created or in romantic notions. Both share their maginalization of the what is at the core, a resistance or denial of what is at the foundation of that which calls for attention.

Problem or deficit focused appeals in marketing or "problem solving" deliver more of the same ultimately. More hunger for that which is needed. Instead of delivering a solution it ask for attention to be paid to the problem.

Instead of assuming what marketing is, through Cultural Fusion this inquiry has employed art to  open it up to find out. Using Process:Art as an inspiration

Hook lyrics

It doesn't matter what I say

So long as I sing with inflection

That makes you feel that I'll convey

Some inner truth of  vast reflection

But I've said nothing so far

And I can keep it up as long as it takes

And it don't matter who you are

If I'm doing my job, it's your resolve that breaks

Because the hook brings you back

I ain't tellin' you no lie

The hook brings you back

On that you can rely

There is something amiss

I am being insincere

In fact I don't mean any of this

Still my confession draws you near

To confuse the issue I refer

To familiar heroes from long ago

No matter how much Peter loved her

What made the Pan refuse to grow?

Was that the hook brings you back

I ain't telling you no lie

The hook brings you back

On that you can rely

Suck it in suck it in suck it in

If you're Rin Tin Tin or Anne Boleyn

Make a desperate move or else you'll win

And then begin

to see

What you're doing to me this MTV is not for free

It's so PC it's killing me

So desperately I sing to thee of love

Sure but also rage and hate and pain and fear of self

And I can't keep these feelings on the shelf

I tried, well no in fact I lied

Could be financial suicide but I've got too much pride inside

To hide or slide

I'll do as I'll decide and let it ride until I've died

And only then shall I abide this tide

Of catchy little tunes

Of hip three minute ditties

I wanna bust all your balloons

I wanna burn all of your cities to the ground

I've found I will not mess around

Unless I play then hey

I will go on all day hear what I say

I have a prayer to pray

That's really all this was

And when I'm feeling stuck and need a buck

I don't rely on luck because

The hook brings you back

I ain't tellin' you no lie

The hook...

On that you can rely