Companies should never try to change the worldview of the audience they're selling to. The term worldview in this context is the set of expectations and biases that colour the way each of us see the world. The worldview of a 50 year old luxury wine-loving investment banker is very different from that of a 21 year old graduate. One might see a £1,000 bottle of Château Pétrus as both a bargain and a must-have, while the other might see the very same bottle of wine as a tasteless and insane waste of money. Worldview changes three things: attention, bias and vernacular. Attention, because we choose to pay attention to those things that we've decided matter. Bias, because our worldview alters the way we filter and interpret what we hear. And vernacular, because words and images resonate with people differently based on their worldview. It's extremely expensive, time consuming and difficult to change someone's worldview. Sell nuts to squirrels, don't try to persuade dolphins that nuts are delicious.