a simple model
there is often a considerable difference between the stories we tell and the way they are understood. we call it the human distortion, caused by how several dimensions within each of us organize themselves to analyze the information we get to process.
the fun really starts when we get to decode this irrationality and break it down into sensible information and data - mixing some neuromarketing techniques, a pinch of human psychology, the right amount of marketing theories and a lot of good old common sense.
our simple model helps identify the mix of irrational elements at play and how they can be leveraged.
three conflicting brain layers
instinct, emotions, and reason
our brains are made of three layers: the reptilian complex, limbic system, and neocortex – respectively in control of our survival instinct, our emotions, and our reason. the way they fight with each other for supremacy over our decisions – quite like kids over their favorite toy – is tweaked bit by bit throughout our entire life by all the experiences we go through.
our challenge: design a system flexible enough to address all three brain layers and adapt according to people’s past experiences.
five complementary senses
sight, touch, taste, hearing, and smell
we all perceive the world around us through our senses. however, the cultural environment we get raised in or evolve in gives specific meanings to some of our sensorial stimulations. sounds, colors, shapes, textures, tastes or smells usually have very different connotations or generate different reactions in separate corners of the world.
our challenge: design the perfect cultural and sensorial system based on what we all have in common.
one perfectly tuned mindset
context and conditions
people behave, collect information, and analyze that information differently in different contexts. if one is not in the right mindset to recieve a specific piece of information, the message could get completely lost or ignored. therefore, building the right conditions in the right context not only guarantees but actually enables you to express you mean properly.
our challenge: align all the human and contextual attributes to get people in the right mindset.
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there is a handful of teams in an organizations that most people prefer to avoid. I like to believe that the reason lies in the fact that they usually are the “stop-the-nonsense” or “stop-the-crap” teams. and I work in one of them and love working with the others.
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when it comes to emotions, opinions, preferences and many other things, they are matters of perspective. most of our thoughts are relative to who we are, where we are, where we come from or grew up. and it is by exposing them to different perspectives that we can better understand our own unconscious biases or implicit stereotypes.
no language is better than any other. just like no culture is better than the other. they are different, value different things, structure things differently. they all have their own logic and weirdness. and it is by comparing them that those become obvious, and that you can get to better understand your own, and how it impacted who you are and how you think.
some words of wisdom
here are a few words from wise people who managed to make so much sense to so many people all around the world.
I love Mickey Mouse more than any woman I have ever known.
An inventor is simply a fellow who doesn’t take his education too seriously.
Nothing is particularly hard if you divide it into small jobs.