What happens when we don’t let ourselves be influenced by those consumers we should condition.

**Translated from Italian** In his column Pasquale Diaferia takes inspiration from the book ‘The Choice Factory’ by Richard Shotton to remember that “if we do not let ourselves be influenced by the real behaviour of those who are subjected to our communication, we and our brands will be ignored, undervalued, put in a bad way light: a risk that no one likes to run, especially in times of digital that is increasingly central and of metrics on communication that are captured and commented on in real time. “