How do brands and businesses actually grow?
The most urgent conversation in business today is growth. Yet we are living in a low to no growth world.
The problem for business today is that we are clinging to old theories. We believe we know how companies and brands grow. Scrape away the layers, and it focuses on a misplaced belief in reason.
The old theory that marketing and advertising succeeds because people are reasonable is just not true. In fact, we now know that people are highly unreasonable.
New evidence from the behavioral sciences shows that humans are emotional and often behave in a fashion that defies logic. Leading the debate is Nobel Prize winning Psychologist Daniel Kahneman who writes:
“We are feeling beings who can think, not thinking beings who can feel.”
Our research suggests that behaving in a reasonable, rational fashion is possible the most dangerous thing a business can do.
Thinking Fast, and Slow.
- Daniel Kahneman