Long live individual expression of associations

We may vary in the associations we make, but BTW summarizes a new psychological study that points to the thematic thinking that drives our minds --- and influences our behaviors. Thus, some might think coffee and tea while others think coffee and cream. As you think about your next appeal to customers or donors, step back and enjoy some moments of association to see what new ideas spark or doors open simply by pushing the limits of whether a+b=$, a+z=$ or (a+b) + (a+z)=$$$. You might uncover two message channels that can be targeted to two different types of stakeholders both moving the organization forward in the same direction.