Dr. Marcus Collins – the architect of some of the most famous ad campaigns of the last decade (spearheading digital strategy for Beyoncé, working on Apple and Nike collaborations, and the successful launch of the Brooklyn Nets NBA team) – joins Tavis to discuss his new text “For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be” which argues that culture is the most powerful vehicle for influencing behavior.