- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
The conference "We are blind" made Jürgen Klaric famous in 50 countries. The purpose of this book is to open your eyes to how the mind works and to understand why marketing and advertising fail so often. This book teaches you
- how the human mind works and its curious decision-making behavior
- the principle of the three brains: cortex (rational), limbic (emotional), reptilian (instinctive)
- to identify the most serious mistakes big brands make
- how to change the vision and culture of the company.
In addition, it provides Jürgen Klaric's ten principles to understand the subconscious mind and to maximize sales and marketing:
1. Say I do not know anything! 2. Understand the problem and set a clear objective. 3. Research following the scientific model. 4. Generate hypotheses. 5. Generate key questions. 6. Use the laddering technique. 7. Read between the lines. 8. Select the information under neurobiological principles in order to discover the imprints. 9. Debug and hierarchize insights. 10. Synthesize, encode and implement.
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Information
Table of contents
- 1I Was the Blindest of Them All, But I Got Tired of Guessing!
- 2 The Proof of Marketers’ Blindness
- 3 But—Why Are We Blind?
- 4 We’ve Never Had a Smarter, More Complex Consumer than Today’s
- 5 Traditional Methods Are No Longer Enough to Project a Business and Innovate Successfully
- 6 The Power of Biology and the Valuable Return of Social Sciences
- 7 Neurological theory and biological behavior for interpreting consumers
- 8 The Difference Between Researching Consumers and Discovering their Minds
- 9 Taking A Deep Insight or Code to Successful Implementation and Innovation
- 10 Principles for Correctly Interpreting the Consumer’s Mind and Innovating Successfully
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