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Consider the following:
• Why does the same wine presented in both an ordinary glass and an
expensive glass taste different?
• Why do people consider granola bars as healthy when they are loaded with
sugars and saturated fats?
The point here is that what ultimately matters is what the
consumers believe in and what appeals to their worldview.
Marketers need to be aware of the changes in consumer
worldviews and design products that tell stories that fit
these worldviews. This could also explain why Coca-Cola,
McDonalds, and Krispy Kreme Doughnuts faced problems due to
a changing worldview i.e., the popularity of healthy low-carb
foods. |
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The author also debunks a belief which he feels most marketers have – that
they are in control of attracting the consumers’ attention and can influence
the conversations customers’ have with others. Since customers have
innumerable choices and limited time to make decisions, they just cannot
listen to everything. Moreover, the strategies of competitors affect
consumer decisions, very often resulting in unpredictable outcomes.
Hence, people only notice something that is either new or different. First
impressions are important as they start the story. Once people have drawn
their conclusions, it is extremely difficult to change them. This also
explains why most new products fail. People may not have noticed them, or
they did not appeal to their worldview, or they simply did not create the
right first impression. Personal interaction and direct contact with the
consumer is a solution suggested in the book for marketers who seek to
change the way the consumers have perceived their story.
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