One of the things I talk about is the innate irrationality of humans when it comes to making decisions, and how subjective we all are to our emotions – conscious or otherwise. Many conventional businesses and business practices often cling desperately to the opposite.

Martin Lindstrom’s book Buyology effectively uses the latest brain imaging techniques to confirm this. As consumers, we are driven by our feelings, emotions, preconceptions, habits, rituals and other core human traits. “…roughly 90% of our consumer buying behaviour is unconscious.”

Some interesting revelations:

The book presented a lot of (what appears to be solid) current research findings in an easy-to-read format. If you enjoy spending time with an expert listening to him tell you interesting and entertaining stories – stories that are nonetheless based on research, experience and facts – you will enjoy reading this book.

“A lot of what happens in the brain is emotional, not cognitive” George Lowenstein, behavioural economist, Carnegie Mellon University.

The research findings are in. It is time to get those soft-skills and processes implemented not just in marketing but throughout your organisation.

Buy now from Amazon:
Buyology: Truth and Lies About Why We Buy

Disclaimer: Martin sent me a copy of his book and asked me to write about it. Yes, I did enjoy reading this book – which I did from cover to cover in about 12 hours. No, I was not paid to write this.