But sound has surprising power to influence our decisions, opinions, and actions in ways we might t even tice. Discordant ambient ise can induce anxiety; ice cream truck jingles can bring you back to your childhood. In The Sonic Boom, strategic sound consultant Joel Beckerman provides a new framework for thinking about sound effects on every aspect of our lives. You don't need to be a musician or a composer to harness the power of sound. Whether you're a corporate giant connecting with millions of customers or a teacher connecting with one classroom of students, the key to an effective sonic strategy is the creation of boom moments transcendent instants when sound connects with a listener's emotional core.