3. Why Mindsets Matter

The Battle for the Minds

I had just landed in Kampala, Uganda, where I was invited to speak to a business and government leaders’ colloquium in East Africa. On my way out of the airport, I noticed the familiar sight of billboards. They are pervasive throughout the developing world. Leaders, especially in business and public health, use them to shape our perceptions.

Interestingly, billboards often come in proximate pairs: one portrays attractive models enjoying a beer, presumably using sex to sell the alcohol; and, next to it, a billboard gives the number of the nearest HIV Volunteer Counseling and Testing (VCT) center.

This billboard war phenomenon illustrates the competition to influence how people think about an issue. ...

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