Imaginemos una silla. ¿De qué color es? Porque la que yo estoy imaginando es blanca, de madera y con un estilo retrofuturista, sin descansabrazos. ¿Es la misma silla que imaginaste tú? Las matemáticas dicen que no.

A few decades ago, Pepsi executives conducted a macro market study called "The Pepsi Challenge", which consisted of offering people to drink two cola drinks in two identical glasses, with no way to identify the brand. One was, of course, Pepsi. The other was Coca-Cola.

When I was a child, my mother constantly told me that "people understand each other by talking," and I believed her. With years of experience, I have learned that she was right, but it was a partial reason. In order to speak (meaning: communicate) we need to have several things first:

Hace algunas décadas ya, los directivos de Pepsi hicieron un macro estudio de mercado llamado “El reto Pepsi”, el cual consistía en ofrecerle a las personas que bebieran en dos vasos idénticos, sin ninguna manera de identificar la marca, dos bebidas de refresco de cola. Uno era, por supuesto, Pepsi. El otro era Coca-Cola.