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FOR NEARLY 100 YEARS, ALL SOULS COLLEGE AT OXFORD GAVE applicants what was considered to be one of the most arduous entrance exams in academia: three hours to write an essay based on a single noun. The purpose of the assignment was clear: to showcase one’s knowledge and mental agility using a word like water or harmony as a linguistic springboard. Yet the seemingly simple assignment left plenty to the imagination of the aspirants. It was up to them to creatively connect the dots between the word itself and their value as graduate candidates. More specifically, it was their ability to capture the mindshare—that is, the heads and hearts—of the judging panel that would deem them worthy (or not) of admission.
KeywordsMarket Share Emotional Connection Conscious Mind Great Brand Core Purpose
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- 4.Erica Swallow, Forbes, August 29, 2012.Google Scholar