Thread by @compound100x

Reading Alchemy by Rory Sutherland. What a thinker, hope to find more of these out of box type books but some interesting thoughts so far:

- market survey will not tell you that people will be interested to pay $5 for coffee after you stick a green logo on to the cup

It will not tell you people want to buy a cool vacuum cleaner. Neither will it tell you to make red bull, a drink with a taste consumers said they hate.

- an advertiser must focus on the unchanging man. What compulsion drives him, what instincts dominate his actions,

even though his language can camouflage what really motivates him

- for a business to be truly customer focus, it needs to ignore what customers say.Instead it needs to concentrate on what people feel. we often have trouble explaining our feelings. Don't trust what survey tell u

- David oglivy said: trouble with market research is that people dont think what they feel, they don't don't say what they

- our mind default to rational explanations. Just because there is a rational answer, doesn't mean there isnt a more interesting,

irrational answer to be found in the unconsciousness

- Idea of unconscious emotional motivation
rational explanation of why someone buys a drill is he needs to drill a hole so he buys a drill. Psycho-logic explanation is he see this nice drill and want it.

Buys it then go home looking for excuses to drill holes.

This reminds me of apple vs Samsung. Apple marketing is a psycho-logic solution. They appeal to unconscious emotional motivation, that emotional connection, that impulse want

Samsung is rational marketing, you need Samsung because it has x camera, Can do this better than that etc. Very different culture and philosophy

Luxury use this all the time. Appeal to the impulse. The feeling. The irrationality instead of rationality

Brands with ability to draw that emotional connection are truly powerful. Many with pricing power. Apple, Starbucks, Nike, Ferrari, luxury ones