A financial report is, probably, the only five-hundred–year-old supermodel which can still intrigue a few people. Eventhough it possesses long-term charm, it actually describes only 15-20% of the real value of most modern companies. IDEAS and IMAGINATION are today’s business initiators! Deregulation and digitalisation show us that there is capital in abundance while knowledge is managed by an INDIVIDUAL. When journalists asked Steve Jobs why his new operating system Mac Os X is so good, Jobs answered: “We shaped it in a way that buttons on the screen look so good that you want to lick them.” In other words, he didn’t mention megahertz and gigabytes.
There was a presentation of a book at a business conference in Zagreb. Comparing the Internet to a toilet has burned into everyone’s memory: “Today, it’s not cool to brag with the Internet; it is as you are bragging with a toilet. Unless you don’t have a toilet in your apartment. If you do have it, at the beginning of the 21st century, then you have nothing to brag about because everyone has it!“ (op. cit. Funky Business). After 20 years of active work in marketing, it became clear that traditional methods, which are used in marketing, are not enough to truly find out: „what buyers think“ or „what buyers want“. Almost every company today has its own web site but that is not enough to create a competitive advantage! A hundred years ago electricity was a big deal – as well as the Internet! But, how many modern organisations can base their competitive advantage on owning a few sockets in a wall?! The same is with launching official company web sites. The real competitive advantage should be built on the basis of something we all know that exists but is unfortunately very rarely discussed in the business world: EMOTIONS and IMAGINATION! Sounds unclear and unrealistic? Research in neuromarketing shows that the limbic system in the brain (which controls our feelings) is much stronger than the neurocortex which is in charge of the intellect. Meaning that the evolution has set up a very clear rule: “emotions have an advantage! Logic has to wait its own turn.“ Because of that, most companies need to ask themselves: “Do we love“ – not “do we like them“ or “do we think they are pretty“ but “do we love“ – our products, colleagues, and buyers? Do they have a passion for our products? In the times of the Internet, a fast-growing market, a strong and quality competitiveness and a high level of customer consciousness, it is getting ever harder to compete in the market race and to be better, to differentiate oneself from the others, to be more interesting. As human beings, we like to think of ourselves as rational beings. We eat, dress, go to work, deal with problems, educate ourselves etc. However, it is a fact that our unconscious mind has an influence on our behaviour, for which there is no logical explanation. It has been proven in marketing that even 80% of signed sales contracts are stipulated by emotional appeals, and 20% of them are logically explainable. When we are stressed, customers will react different than usual in most situations.
Do you still believe that we are rational beings? Not really! So, how would you bring your product closer to the customer?
It’s simple! Hire a marketing consultant!