It’s a crisp fall day in Lansing, Michigan.

You just left a lunch meeting with coworkers, where you had been discussing your organization’s upcoming marketing needs. Someone had brought up a century-old observation by John Wanamaker that still holds true today: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” You had all laughed, and debated everything from billboards and television commercials to websites and social media. Predictably, your head is now spinning with buzzwords and conflicting strategy proposals as you walk back to your car.

Downtown parking is busy at lunchtime, so you had parked a few blocks away from the restaurant. You’re walking just south of the traffic circle connecting Washington Square and Michigan Avenue when you hear a man scream.

You look around anxiously but see nothing. The air seems to have changed somehow, as if gently electrified. Suddenly, you observe several people running eastward on Michigan. They appear to be panicked, sprinting away from the state Capitol building as fast as possible. You’re not sure, but you think you hear someone scream “it’s a monster!”

You freeze, uncertain. Part of you wants to run toward the action, to see what the fuss is about, and face a challenge head-on. Your pragmatic side, however, is inclined to follow the wisdom of the crowd, and join those running away from the apparent danger.

Time to make a decision.

Do you:

Head left on Michigan Avenue toward the Capitol.

Or:

Head right on Michigan Avenue and join the crowd running away.