Adonis Diaries

Posts Tagged ‘worldview

What’s your Worldview and how it was formed?

Worldview is not a matter of logic, rational thinking, reflection… and it is not merely a bunch of emotions, feelings, guts, heuristics, mental short cuts…

Worldview is all the above, a complex, convoluted make up of irrational positions, opinions, ready-made reactions…

Worldview is mostly the results and outcomes of emotional reactions.

Consider your willpower to be a battery: If before reacting your willpower is depleted then you have to rely on your acquired habits, talents and skills to counter your innate behaviors that were constituted through social in-group behaviors.

Your worldview is a unique model that you tailored-made throughout your life, experiences, conditions, situations… in order to survive the thousands of daily problems, frustrations and barriers.

Your worldview is constituted of all the planning you undertook, the do-it lists, the step-by-step thinking on your projects, the failed attempts and alliances.

And if you are lucky, you might realize that the “planning fallacy”  never follows the learning curve that you swear for from experience in other activities.

We are not natural-born planners. Why?

1. Wishful thinking cannot be overcome: it is part of our survival technique and strategy too.

2. We tend to overlook external influences and all those rare events that bust our well-thought out detailed plans

3. We fail to revisit the past projects and plans, those that were a success story and those that failed to materialize.

4. We miss to read the outliers in the events that intervened in the failure process and those that came handy unexpectedly.

Have you tried a pre-mortem session speech to your team?
A year from now, we are supposed to finish this project. Imagine this project turned out to be a disaster. Take 15 minutes to write about your imagined disaster”

 

Micro marketing and the called bluff

Just ten years ago, what difference could you possibly be expected to make?

How could you make music without getting picked by a record label, or help the local community garden more than showing up on Saturday to pull weeds?

How could anyone expect you to change a conversation, or raise enough cash or move the needle more than a little?

Today, armed with Mailchimp and Indiegogo and Vimeo and Meetup and a dozen other nearly free tools, you can make quite a ruckus.

You can organize a hundred or a thousand people and get them in sync with a weekly newsletter.

You can tailor goods or services or a cause to a small group of people that really want to hear about it and really want to spread the word.

You can self publish to your thousand true fans, you can host an event or a dozen events, you can enable your work to become famous to the crowd that matters.

Pick yourself.

If you care enough.

Worldview and stories

Why did McDonald’s post signs saying, “More than a billion sold”?

Why do some people pay big money to go to galas that support charities, but not donate otherwise?

Why was the guy on the plane yesterday reading The Fault in Our Stars, years after it came out?

Why are some hipsters getting their tattoos removed?

What makes so many people vote against their long and short-term interests?

How come it’s so easy to like or dislike a person, a brand or a politician before we even get to know much about them?

What’s a fair price to pay for a decent bottle of wine?

Do doctors cure people more often than alternative medicine?

Is it worth owning a Leica?

When was the last time you took something out of the library?

Do you fly a flag outside of your house?

Enough with the facts and figures and features and benefits. They rarely move people into action.

It’s our worldview (the way we acted and believed and judged before we encountered you) and your story (the narrative we tell ourselves about who you are and what you do) that drive human behavior.

We make two giant mistakes as marketers:

We believe that everyone has the same worldview, that everyone in a group shares the same biases and expectations and dreams as everyone else… and,

We believe that the narrative is up for grabs, and we ought to just make the thing we make.

An accurate description of a worldview has nothing to do with you or your mission… it’s the way a person acts without you in the room.

In the case of McDonald’s, it’s the worldview of: I don’t want to take a risk in this transaction, and one way to do that is to follow the crowd.

And the story is the (true) narrative that unlocks that worldview and turns it into action.

Tell me what your ideal customer believes, at the most emotional and primordial level, and then you can tell me the story you’ll craft and live and deliver that engages with that belief.

[More on this]

3 big questions to ask about your audience

who are you trying to reach? if you say […] everyone, i’ll know you’re likely to reach no one.” —Seth Godin

william choukeir posted this January 5, 2014

imagining the world from the eyes of your audience helps you design the right emotional experience for them. so how do you start imagining?

by understanding your audience and their worldview. here are questions that the casafekra team uses for that purpose.

a combination of these questions form part of the briefing phase when providing a furnishing solution for a public space.

when the casafekra team empathizes with the end-users, they create an experience that keeps those users coming back. using this approach, casafekra has successfully maximized the revenue generated by those public spaces, for multiple contract projects. adapt these questions to your project:

who are you trying to reach?

not everyone i hope. what’s their worldview?

what are they afraid of?

what are they afraid of that they’re not aware of?

what do they desire?

what do they desire that they’re not aware of?

what motivates them internally? i.e. member of something important, sense of control or independence?

what’s their lifestyle like?

where do they spend their time?

what do they expect from their surroundings?

what objects do they use and are surrounded with?

what are the textures, materials, sizes and proportions?

what’s familiar to them? for each ask: ‘what emotions does this trigger in them?’

what’s the one big emotion?

what’s the one big emotion you want to trigger in your audience? and

what are the smaller invisible emotions?

what’s the story you want them to tell themselves? what the story you want them to tell their friends?

casafekra | blog » 3 big questions to ask about your audience casafekra.com

this post is from ‘edition 05′ of our ‘inspirations newsletter’. subscribe below to receive these regular editions by email. every edition also includes ACAD 3D models of chairs, stools, tables, and sofas, exclusive to our subscribers. subscribe below:

Selling nuts to squirrels: What can we sell for the highest in the food chain?

Squirrels eat nuts: All kinds of nuts? Would they eat anything else if offered other food alternative not found in their environment?

What can we sell for the highest in the food chain?

Mankind kill anything alive, even if he is not hungry and feeling sick.

Mankind bought pieces of Real Estates in the moon.  Mankind bought a Star in the sky and gave it his name.

Mankind eat anything:  Rich people in the desert eat caviar, while they should be serving refreshing condiments.  But, how can we change world-view on human rights issues?

Seth Godin wrote:

“In All Marketers Tell Stories, I argued that most organizations shouldn’t try to change the worldview of the audience they’re marketing to.

Worldview is a term popularized by George Lakoff. It’s the set of expectations and biases that color the way each of us see the world (before the marketer ever arrives on the scene).

The worldview of a 45 year old wine-loving investment banker is very different from that of a fraternity brother. One might see a $100 bottle of burgundy as both a bargain and a must-have, while the other might see the very same bottle of wine as an insane waste of money.

Worldview changes three things: attention, bias and vernacular. Attention, because we choose to pay attention to those things that we’ve decided do matter. Bias, because our worldview alters the way we filter and interpret what we hear. And vernacular, because words and images resonate with people differently based on their worldview.

It’s extremely expensive, time consuming and difficult to change someone’s worldview. The guys at Opus One shouldn’t spend a lot of time marketing expensive wine to fraternities because it’s not efficient. Sell nuts to squirrels, don’t try to persuade dolphins that nuts are delicious.

There’s an exception to this rule, and that’s the necessity of changing worldviews if you want to become a giant brand, a world changer, a marketer for the ages. Starbucks changed the way a significant part of the world thought about spending $4 for a cup of coffee.

Or consider Facebook. It started by selling nuts to squirrels. At first, Facebook was social crack for lonely (all college students are lonely) college students. Over time, the social pressure it created snuck up on and surrounded those with a different inclination, those that would never have signed up on their own.

These folks had a worldview that privacy was valuable and that time was better spent elsewhere.

But once a sufficient number of their friends and colleagues were online, they felt they had little choice. Converting those people (often against their short term wishes) is where Facebook’s most recent 300 million users came from.

The interesting truth in both the Starbucks and Facebook example is that a different worldview was at work. The latecomers to each company were sold a very different story–the story of, “you need to be here because all your friends are.” That worked because it matched the latecomers’ worldview, the one that includes an imperative, “don’t be left out.” Different nut, same squirrel.” (End of quote)

Squirrels eat nuts: All kinds of nuts?  What can we sell for the highest in the food chain? Selling nuts to squirrels is a pretty candid catchy title, but not on target and misrepresenting what mankind want.

Attention, bias and vernacular are certainly good factors in enticing man to buying particular products and services.  Mankind is ready to buy when prompted with either attention, bias or vernacular:  Mankind might not be satisfied with all the above incentives, including the “don’t be left out”.

Common people have to do with what their environment offers:  Most of us survive on a few condiments:  the varieties and nutritional qualities of the few daily staples are even worse than many animal species eat.  The rich classes are not satisfied with anything, but nothing stop them from envying everything and everybody.

Do you know that multinational financial institutions are already exploiting Earth potable water?  Every cup of water you drink, you are paying for it and revenues are reverting to the coffers of the multinational financial investors. 

Do you know that multinational financial investors are lobbying to exploit the air you breath?  They want to have the right to selling you the air you breath:  Yes, the are running out of venues for fresh exploitation of mankind!

Selling nuts to squirrels; but, how can we change world-view on human rights issues, on giving priority to people survival, on eliminating enfantile mortality, on focusing on the human development indicators, on a sustainable environment, on clear water and clean air?

Can mankind wishes and wants for a cleaner and sustainable future be marketed as products and services are marketed?  If yes, lets get on with it:  Almost every specialty and job are related to marketing.  The expertise in marketing is abundant:  Let us work on the most important check list of human conditions, wants, wishes, and dreams.


adonis49

adonis49

adonis49

May 2020
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