We know that people are different. We know that what appeals to one person does not appeal to another. We also know it’s hard to get into the mind of a person, to know just what will trigger that persons response to “buy” or “use” a product or service or even “comply with a doctor’s instructions. This presentation goes into the mind, showing how with simple experiments one can learn the “triggers” for a person. And, more profoundly, how in any topic are, there are groups of such triggers, viewpoints. Knowing the group (mind set) to which a person belongs helps the manufacturer create the “right product, create the best experience and send the “right message.”