Business literature is full of good stuff about money, process and demand manipulation. McKinsey says there’s been a multiplication of ‘customer touch-points’, which just makes it seem more complex, but customer engagement is the most important aspect of current marketing.
And even big companies realise people are changing, as Duncan Watts of Yahoo ruefully observes:
‘Once you accept your intuition about how people behave is inherently flawed, then you really need a different model for learning about the world.’
So, unless you focus on understanding how people think and feel, and how to make them feel wonderful, you’ll suffer. We have to learn ...
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