Some things are just so basic. So obvious. And yet, we sometimes seem to forget about them. In the world of advertising we are often up to our ears in cool designers, focus groups, and media choices that we forget the most basic aspect – human psychology. What makes us do what we do? I read a lot. Books on a wide pallette of subjects ranging from technology, through fiction, philosophy, and psychology. And I see the same patterns repeating themselves. No matter if the book talks about history, persuation, self improvement, pick-up artists, or eastern philosophy, they all come down to the human mind and the incentives that motivates the human mind to make decisions and act. The rest is branding. With the right mix of incentives, you can achieve reach and action, and ultimately an ascending bottom line. And that’s the business we are in. Our job is to negotiate a fruitful relationship between the brand and the co-producing consumer (the prosumer). And in that sense we are more like marriage counselers than anything else. Come to think of it, my pitch is not that different from that of Tony Robbins. I dress better though.
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