Holden, a branding and research strategist who consults with organizations around the world, draws on stories from history, politics, sports, popular culture, and business and branding to show businesspeople how emotion drives decisions, trends, and movements, and often create illogical leaps to ideas. He discusses how emotion affects how people form social contracts with public figures and brands; the roles of zealots, disciples, and the congregation in viral movements, and how to identify which a leader is and their effectiveness; and the psychology of illogical leaps made by people to support a cause, brand, or personality. He also discusses how social media can unleash emotion and create illogical leaps; the role of certainty and minimizing choice; how signs, symbols, and iconography shape social contracts and create movements; how breaking a social contract can be terminal to a movement or person; and creating a culture shift that draws on these elements. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)