Dowshan Humzah, creative consultant specializing in diverse thinking, discusses the importance of creative consulting in society's recovery from the challenges of lockdown. The speakers explore topics such as the value of behavioral change in marketing, emotional efficiency in product design, costly signaling in advertising, and the role of technology. They emphasize the need for curiosity, cognitive diversity, and understanding consumer preferences for effective consulting and economic growth.
Creative consulting can play a key role in society's recovery from the unexpected and uncertain challenges faced during the past year coming out of lockdown.
Emotional efficiency in marketing involves understanding and delivering on the emotional needs of customers to create meaningful connections and drive growth.
Curiosity, discomfort, and embracing oblique and creative approaches are vital elements in driving innovation and transformative change in marketing.
Deep dives
The power of re-framing in marketing
Re-framing is a powerful concept in marketing that allows marketers to alter or emphasize different variables in decision-making. By changing the frame of comparison or the way a product or service is perceived, marketers can influence consumer behavior. For example, the emphasis on perceived value rather than price can re-frame how customers perceive the cost of a product or service. This concept is also applicable to other aspects of marketing, such as re-framing the questions asked, challenging traditional thinking, and promoting innovative growth.
The importance of emotional efficiency in advertising
Emotional efficiency refers to the ability of an advertisement or marketing message to generate emotion and resonate with consumers. It is about understanding and delivering on the emotional needs of customers, rather than simply focusing on rational metrics. Costly signaling, where advertisements signal investment and effort, can enhance emotional efficiency and create a sense of confidence and trust in the brand. Emotional efficiency also involves identifying and addressing consumer uncertainties and fears and designing experiences that maximize emotional impact. By prioritizing emotional efficiency, brands can create meaningful connections with consumers and drive growth.
The role of curiosity and discomfort in driving innovation
Curiosity and discomfort are vital elements in driving innovation and transformative change. By being open to asking uncomfortable questions and challenging the status quo, marketers can uncover new insights and opportunities for growth. This may involve stepping outside of traditional linear thinking and embracing oblique and creative approaches. Innovations that thrive often re-frame existing market segments, rewrite the rules of the game, and meet deep-seated emotional needs of consumers. Balancing science and romance, designing experiential solutions, and being comfortable with discomfort can lead to breakthrough innovations and transformative change.
The power of signaling and perception in marketing
Signaling and perception play a fundamental role in marketing and consumer behavior. Costly signaling, such as investing in high-quality production or emphasizing premium features, can signal value, confidence, and commitment to customers. This can enhance trust, perception, and consumer willingness to engage with a brand. Perception also extends to understanding the deeper motivations and emotional needs of consumers that may not be captured by quantitative metrics. By focusing on emotional resonances, addressing uncertainties, and maximizing perceptual impact, marketers can create brands and experiences that have a lasting impact.
Embracing Simultaneity and Behavior to Drive Growth
In this podcast episode, the speakers discuss the importance of understanding consumer behavior and embracing simultaneity to drive growth. They highlight the need for businesses to move away from traditional efficiency-driven models and instead focus on creating value for consumers. By starting with the human, the consumer, and working backward, companies can tap into creative solutions and ask counterintuitive questions about consumer needs. They emphasize the significance of behavioral disruption and the role it plays in driving innovation and transformation. The speakers also stress the importance of being uncomfortable being comfortable and being comfortable with the uncomfortable. They argue that organizations and their gatekeepers should seek nonlinear and exponential growth, challenge existing models, and value creativity and cognitive diversity in driving change.
The Role of Marketing and Behavioral Science in Business Success
In this episode, the speakers delve into the role of marketing and behavioral science in business success. They highlight the importance of being as noisy as you are if you want to achieve a large market share and create a share of mind. The speakers emphasize the need to break away from the traditional rational left-brain approach and move towards understanding what truly matters to consumers. They discuss the significance of behavioral interventions and mass events in driving change and innovation. They also note that measuring everything may not necessarily capture what truly matters, and organizations should focus on fostering emotional conditions to generate more value. The speakers advocate for the adoption of behavioral and inspirational-driven consulting approaches to propel organizations and societies forward.
What wicked challenges do we face coming out of lockdown? In the latest O Behave episode Dowshan Humzah and Rory Sutherland discuss how unexpected and uncertain this past year has been for society and how “creative consulting” can play a key role in its recovery. Tune in to hear how diverse, disruptive thinking can unlock potential in the new normal.
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
