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