“I’ve always been fascinated with POP culture, and Phenomenons. But, They were always a mystery, something unattainable, Until now. I wrote these videos to level the playing field for everyone.”

– Bob Rayburn

A middle-aged man with grayish hair and glasses looking back over his shoulder on a city street at dusk, with blurred colorful city lights in the background.

I’ve spent my life captivated by the cultural phenomenons of the last hundred years. It all started when my Uncle who was 12 years old took me at age 7 to see Star Wars in the theatre for the first time. It changed my whole life. I chased a career in the arts and eventually into advertising. After 30 years making commercials and messages for companies and entertainment properties, I made a discovery. There is a hidden concept that every single one of these phenomenons has in common. Music, movies, literature, people, characters, companies, products, phenomenons in any category. Some of them may have known this formula to become iconic and successful, and some just did it instinctually, but they all have it embedded in their DNA. And now that we know it, we can replicate it. It is a principle that plays on our own biology linked to the types of things our brains flag for long-term memory.

Get the Formula
Two children with blonde hair and blue shirts walking and talking on a sidewalk in front of a movie theater, which has a marquee sign reading "Star Wars". There are a few adults near the theater entrance, and cars parked along the street. The scene appears to be from the late 20th century.