What do Howard Hughes and 50 Cent have as a common factor, and what do they tell us about Americans and our wishes? Why do Sean Connery end wearing a toupee, and exactly what does this reveal about American clients for any product? What a very important factor do the Beatles, Malcolm Gladwell and Nike all see about Us citizens that helped them earn us over? Which distinctively American characteristics may describe the plights of Krispy Kreme, Ford, and GM, and the dangers faced by Starbuck’s? Why, after each various other plea failed, did ‘Click It or Solution’ get visitors to buy the idea of fastening their seat belts? To paraphrase Don Draper’s character on the strike show Mad Guys, ‘What perform people desire?’ What is the new American psyche, and how do America’s shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed advertising expert Harry Beckwith answers these queries with some surprising, actually startling, truths and discoveries in what motivates us.