I do agree to a certain extent that marketing has a manipulative aspect to it, but it depends on the product. Manipulation implies there is deceit behind the veil of the advertisement. If a company is hiding unfavorable side effects or going off of a platform preaching certain advantages which in reality do not exist, then it is manipulation. On the other hand, if the product is high quality and exactly as the company markets it, then I would think of it as more a cultivated than manipulated relationship with the customer. The definition of cultivate is to “try to win the friendship or favor of someone.” This should be the goal of every company, but if they are really just selling lies and empty promises, then these new customer relationships will turn sour. The idea of emotional intelligence (EI) does seem manipulative at first, but it takes more than hard facts to change someone’s opinion and brand loyalty. Especially in the medical device industry, there cannot be any discrepancies with what the salesperson says the product does, and what it is actually capable of. Their relationships with the doctors needs to be have an emotional aspect to it which involves trust and a shared passion for improving lives. In that way they will have a mutually beneficial connection.