In the water quality world, we obviously are trying to avoid infectious disease, however, in communicating the value of water there is nothing we want more than to go viral in the hearts and minds of our communities. But our aim isn’t to go viral…it’s to keep it simple. Our top three takeaways from our conversation with Duke are to keep our message simple, remember that our social currency is defined by the quality of our engagement not the quantity of followers and that at the end of the day, human beings make decisions emotionally, period. We use reason to rationalize the decision we’ve already made. If you can conjure an emotion in a target audience and that emotion is one that will drive them to take action, you’ve won.