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The Business of Choice: Marketing to Consumers’ Instincts by Matthew Willcox

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10. Make It Easy—For the Mind and the Body

Humans’ innate tendency to save physical and mental energy can work for you.

About 20 years ago, I found myself playing soccer with a pig-tailed macaque (a medium-sized monkey) on the Thai island of Phuket. I was working for an advertising agency in Bangkok at the time, and we were shooting a TV commercial for one of our clients, whose marketing program included encouraging Thai kids to play sports and attend sports camps. The commercial’s story was about a young boy from the rural south of Thailand who practiced his soccer shooting skills while his pet monkey played goalkeeper. The pig-tailed macaque has been trained and used in the south of Thailand for centuries to harvest coconuts. The monkeys leap ...

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