“How did you come to think of influential content in this way? Two big reasons. One was I studied rhetoric in grad school. I kept using rhetorical principles in my work successfully. But, if I tried to explain to people what I did as rhetoric, they had no idea what I was talking about. So, I saw an opportunity to make those principles practical and usable. The other big reason was over the past few years, I’ve seen persuasive marketing and design use pushy tactics in the name of cognitive and social psychology. Psychology principles focus more on form than on substance. Psychology, as a simple example, would tell you to have logos and quotes that endorse your product or service. Rhetoric would tell you to have those endorsements be from brands and people that your audience identifies with.” (Rachel Lovinger ~ Scatter/Gather)