Appealing to humans' basic instincts to increase influence, buy-in and results
Survival of the species comes down to three basic instincts, say behavioural research strategists Dan Gregory and Kieran Flanagan—fear, self-interest and simplicity. These basic human behaviours come into play in all types of relationships, including those between businesses and customers. Selfish, Scared and Stupid: Stop fighting human nature and increase your performance, engagement and influence, demystifies these behaviours and examines the psychology behind why even the best ideas sometimes fail.
This book helps businesses design their organisations for reality rather than perfection, and also offers strategies to head off unprecedented levels of disengagement within, and outside, the business. It answers baffling questions around why the public sometimes fails to engage despite overwhelming data suggesting otherwise, why so many new products end up on clearance shelves and why so many great salespeople often fall short of their monthly targets.
- Learn how the survival of the species plays into business, including delusionary realities and the reasons ideas can fail
- Discover how to offer customers strategic rewards, thereby making the buying process more attractive to selfish natures
- Examine the link between fear and the unknown, including strategies for quelling fears and turning them into action
- Learn to use a simple mindset to create low-involvement products, helping appeal to instinct and making products hard to resist
This provocative book is built on the idea that businesses must return to a more human engagement methodology in order to succeed. It is an informative read for anyone interested in improving influence, growing business reach, improving sales figures or understanding the complexities of human behaviour.
Daniel Gregory is the founder and CEO of The Impossible Institute™, a Research and Training organisation that advises management and sales departments on what truly drives their customers and employees.
Creativity, collaboration, culture, change, innovation, sales, marketing are only a handful of topics Dan has tackled for organisations. He also regularly advises the C-suite and Boards on how to lead with the power of a purposeful and compelling identity in a rapidly changing world.
To read more about Dan please click here.
In addition to being one of the only female Creative Directors in the world of MadMen, at 20, Kieran was also one of the youngest Creative Directors to lead an award-winning advertising agency.
In an impressive career, she has lead multi-national accounts across multi-disciplinary departments and businesses working at McCann, Smart, Kindred and VCD (a team she helped found and build into the agency of the year in her first three years in the industry).
To read more about Kieran please click here.