In the age of the World Wide Web, sales & marketing is confronted with a strange paradox: We are able to communicate more than ever, but at the same it's getting more and more difficult to spark true feelings with the recipient. But especially the “emotionally charged interaction” (Gary Vaynerchuk) should be the goal of the brand message, because the human need for transportation of emotion is rooted deeply in our psyche: No real information without emotion. But in our non-stop interconnected world, authentic emotions are rare, even in social media that is full of “Emoticons” and “Emojis” - but those don't help. In contrary, they are showing what the real problem is.