05/05/2026
Anyone who’s lived through the entire life of the public internet of the last 30 years will probably remember when Google arrived on the scene. Launched in 1998, Google made searching the internet fast and efficient. It was also clean and uncluttered, presenting us with a blank white screen, a search box and the Google logo – nothing else.
In 2000, the company developed an advertising model and things started to change. By understanding what individual users were searching for, Google could target specific ads to specific users. They could offer a far more efficient mode of advertising than the traditional ‘broadcast’ model of television ads, newspaper ads and billboards.
Over the first quarter of this century, the advertising models and the algorithms that drive them have become more and more sophisticated. Meanwhile, the parallel evolutions of social media and smartphones have led to a saturation of targeted ads that is very difficult to escape.
In the context of our world and the concepts of emotional health and the Enneagram, these ads are playing on a basic fear that each of us holds as part of our personality. We share these basic fears in our book Working with Emotional Health and the Enneagram.
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Slipping into a lower level of emotional health can make you vulnerable to falling for the 'tricks' of many online ads. These ads play on a basic fear that each of us holds. If we can stay above the line, we can reduce our chances of being taken advantage of.