Nature vs. Nurture in Marketing I: A Guide to Prospecting Based on Nature
Success in marketing requires a deep understanding of human nature. By appealing to a customer’s innate traits - personality, intelligence, and temperament - and nurturing their lear...
The Illusion of Choice: How to Control Decisions While Empowering Consumers
The art of influence lies in offering the illusion of choice. Consumers crave autonomy, but too many options lead to indecision. By curating choices, marketers can guide decisions wi...
Awaken the Consumer: Bridge the Gap Between Who They Are and Who They Want to Be
Kierkegaard’s exploration of despair - the tension between who we are and who we wish to be - offers profound insights into consumer behavior. People buy not to fulfill basic needs, ...
The Four Motivations That Drive Consumers & How to Wield Them
Marketing, like the subtle art of court intrigue, demands precision and insight. To truly captivate your audience, you must understand their hidden desires - status, altruism, self-i...
Invisible Forces: How to Embed Your Brand in the Conscious and Unconscious Mind of Your Audience
To create a memorable brand, you must align your message with the audience’s existing thoughts and emotions, forging powerful mental connections. By understanding how ideas interact and strategical...
How to Fool Your Market Into Fool-proofing Your Next Product Launch
Strategically ambiguous messaging allows you to 'beat the grass to startle the snakes,' revealing hidden market sentiments before fully committing to a launch. Whether you're gauging interest in a ...
The Power of Saying Less: How Brands Can Embody Control
Master the art of saying less to project control and sophistication, attracting customers who seek these qualities. Learn from the Oracle of Delphi, Machiavelli, and brands like Appl...