and I write about persuasion right and it's no surprise nobody should be surprised that the simultaneous sip is overtly, I'm not trying to hide anything. It's meant to have an influence on you and to develop a habit which you would find pleasurable.

Now part of the problem is that your brain is saying I don't want to do this but the other part of your brain is saying if I do I might enjoy it more because that's how I've developed a habit. Then I just feel like I enjoy it a little bit more with coffee. Now it turns out that coffee increases your mood so you're improving your mood at the same time you're watching my show and then those two things get paired. So one of the basics of persuasion is pairing things. So any good feeling you pair it with whatever you want somebody to feel good about and the feelings conflate.

So I am and I hope it's obvious to everybody so that nobody feels like they're being manipulated or tricked because I'm doing it as visibly as possible. Associating you know the goodness of coffee along with some feeling of camaraderie. One of the things about Periscope that's different from any other medium is that this is personal and mass broadcast at the same time. I don't know that anything has ever been like this before because I'm mass broadcasting but yet this feels like a one-on-one conversation like literally right now but all the time because I'm looking at real people's comments and I'm thinking about real people. I'm feeling your feedback in real time. I'm responding to the feedback in real time. It's like this connected entity. And I try to do my part which is to make it pleasurable and enjoyable and make sure you get something out of it.

And so the coffee association creates this little habit there. Should and not just shut it obviously is working overtime with reinforcement and the reinforcement is what makes it powerful. You'll feel a sense of connection to the other people. You'll feel a sense of completing a task. Maybe it's like h