your first association with coffee

This is so fascinating I need to seperately link this. An extended interview with Papaille. Here he discusses his first commercial work: helping Nestle sell coffee in Japan, which had a "near religious" attachment to tea.

One of my discoveries was that in order to create the first imprint of a word -- when you learn a word, whatever it is, "coffee," "love," "mother," there is always a first time. There's a first time to learn everything. The first time you understand, you imprint the meaning of this word; you create a mental connection that you're going to keep using the rest of your life. And to create this mental connection, you need some emotions. Without emotion, there is no production of neurotransmitters in the brain, and you don't create the connection. So actually every word has a mental highway. I call that a code, an unconscious code in the brain.

What did your work for Nestlé look like?

It was really to tell them, for example, that the Japanese don't have a first imprint of coffee. What first imprint they have is tea. And so when you go into this category, in what we call taxonomy, mental taxonomy, it's like a mental category they have, and you cannot compete with this category. So you have to create the category. And so we started, for example, with a dessert for children with a taste of coffee. We created an imprint of the taste of coffee. And then we acknowledge the Japanese want to do one thing at a time, and the Swiss understood that very well. They start with this kind of a product. They start selling coffee, but through dessert, things that were sweet, get the people accustomed to the taste of coffee, and after that they followed the generations. And when they were teenagers they start selling coffee, and first there was coffee with milk at the beginning, and then they went to coffee, and now they have a big market for coffee in Japan.

Papaille and the reptilian