Last month, I learned what Dian Fossey must have felt like in Gorillas in the Mist, surrounded by mysterious creatures and unknown dangers, and yet compelled to edge ever closer. On my right in full costume was someone outfitted as an adorable, and somehow huggable, green hammerhead robot...in a dress. (I later learned she was in the garb of a Japanese video game character from Katamari Damacy.) At a table in front of me was a young man who just received a free copy of Far Cry 3 for letting Ubisoft, the gaming company, shave his head with a mohawk.

By Philip Granof as seen in Harvard Business Review