"Music's power comes from its ability to help human beings overcome cognitive dissonance, the feeling of emotional discomfort we feel when we learn novel information that contradicts existing beliefs. It's a powerful force for anxiety that affects our decision-making and ability to learn."
- Leonid Perlovsky, a physics and cognition researcher and visiting scholar at Harvard University.
In 2009, the principles of High Intent Marketing were firsthand witnesses of how melodies can inspire individuals to return to school. That melody, however, was akin to a one hit wonder.
In 2016, John and Terrence asked one another: "What if we partnered with professional songwriters to create inspiring and empowering messages to deliver motivated students to the right school?"
"Music may, in other words, tap into a brain mechanism that was key to our evolutionary progress. The ability to recognize patterns and generalize from experience, to predict what's likely to happen in the future - in short, the ability to imagine - is something humans do far better than any other animals. It's what allowed us (aided by the far less glamorous opposable thumb) to take over the world."
Valorie Salimpoor - Neuroscientist McGill University