There are switches in peoples brains.

These switches represent the levers that needed to be pulled in a persons mind for them to take action.

The thing with switches is that - different people have different switches.

Different switches are activated by different things.

Different things that move these switches are called modalities.

One person may gloss over a website and then study aggressively a physical old school brochure.

Some want to gain the status of having a new car, the other wants to get a car that is safe.

The thing with modalities is that when you stack enough of them together -when you "turn on" enough switches - something interesting happens...