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“widespread unrest does not arise from long-standing political failings of the system,” the authors wrote, “but rather from its sudden perceived failure to provide essential security to the population.”

If current trends continue, the authors note, prices will permanently cross that barrier as early as next July. Prepare for a lot of angry people.

the relationship between income elasticity and the price (in-)elasticity of food means that “quite modest increases in global income will drive food prices up alarmingly unless matched by increases in supply.”

According to a massive body of psychological research, a powerful phenomenon called the "mere exposure effect" compels people to develop a preference for specific content simply because they are familiar with it. In social psychology, it’s called the "familiarity principle." We are all drawn innately toward that which we recognize. It makes sense that we would prefer stories that are architecturally similar to other stories we’ve heard in the past.

An intrinsically human narrative, the Slaying the Dragon strategy is the platform for many of humankind’s most celebrated stories. From Beowulf to Jaws, the American Revolution to the Arab Spring, this is the story of the hero (for most marketing content, this is the product or brand) who ventures bravely forth to selflessly slay the dragon in order to protect those the hero loves (for marketing, the consumer).