The start of another Mad Men season reminds me of the shift in marketing strategy that I most often discuss with colleagues and clients now, but have yet to expressly write about.
What separates great brands and marketing from good, or even bad ones can be boiled down to this one thought I first heard at sxsw 2011:
Make The Customer The Hero
Why do we get hooked so easily by questions?
Ever been chatting to a colleague when a “oh, what’s his name, you know, that actor, you know, that TV series, big in Germany…” moment arises? Days later, ‘Eureka – David Hasselhoff!’ you’ll shout, and feel gratified, even relieved? Then you realise your brain had been quietly beavering away at that question? Curiosity. Once piqued it becomes an implacable force that must be sated. A natural instinct that both stimulates and drives behavior.
Leo Burnett believed curiosity was the secret of great creative people. Stimulating curiosity is a known educational approach. Comedy works by tantalizing us with questions before side-swiping our expectations with off-kilter answers. In film and literature, curiosity is used as ‘cliff-hanger’ moments or attention grabbing headlines like “5 Things You Did Wrong Today.”
My belief is that curiosity is an evolutionary formed predatory instinct – quite simply, food comes to those who seek it out. Then, as evolved hominids, this cognitive process morphed into an innate desire to explore the mysteries of our world.
So why does curiosity have this hold on us?
Let’s begin with the neuroscience of curiosity. As Jonah Lehrer from Wired wrote, results from an fMRI experiment at Caltech... Read more