Do people care?
In response to my post about Nisus and fear, Charles Jolley writes that most people don't care.
Actually, I think it' s more accurate to say that most people don't care enough.
The enough is critical.
People didn't used to care enough about coffee, or gas mileage or ski bindings or Darfur. The challenge of marketing is to get people to care enough... because deep down, most people care. Just not high enough on their (your) priority list of life problems.