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The Integer Group's Ethan Decker, Group Director of Insight & Strategy, will be speaking at this year's Planningness Conference held in Minneapolis this Thursday - Friday. Ethan will present on the topic "How to Market to Primates in a Complex World," examining the principles and laws of complex systems to explain why they are inherently unpredictable, as well as the rules of primate behavior that help you influence people’s behavior–and therefore influence what people will flock to.
Citation preview
how to market to primates in a complex world
Ethan Decker PhD @ehdecker
The Integer Group Planning-ness 2011
http://www.inquisitr.com/91415/black-friday-videogame-deals/black_friday_trample_lg/
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a note for readers this deck ≠ my presentation
Some of this deck won’t make sense, because I don’t put my notes the slide. I say things and act things out and use props (like the double pendulum and a chair and the woman in the nautical sweater) and do activities and quizzes.
For instance, that title slide had a story to it: This is a woman getting trampled in a black Friday rush. They’re not rushing in for food or water. They’re rushing in for coffee makers and purses.
What kind of species does this?
And sadly, we in this room would love it if people did this for our brand.
So you’ll get some of it but not all of it. Sorry. I don’t use slideuments*.
*http://www.presentationzen.com/presentationzen/2006/04/slideuments_and.html
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http://www.thesun.co.uk/sol/homepage/news/3492643/An-army-of-gadget-and-gaming-fans-bagged-the-new-Apple-iPad-and-Nintendo-3DS.html
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how do people work? Rory Sutherland
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Denver Chicago New York Dallas Des Moines
Sao Paulo Mexico City
Paris Milan Istanbul Helsinki Hamburg Singapore
Shanghai Mumbai Tokyo
Dubai Johannesburg
Sydney
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1200
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http://motivate.maths.org/content/simple-pendulum
http://blog.wolframalpha.com/2011/03/03/from-simple-to-chaotic-pendulum-systems-in-wolframalpha/
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http://www.youtube.com/watch?v=Sk_Blp6w528
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1. avoid collisions 2. align with neighbors 3. stick with the group 4. escape predators
12 http://www.youtube.com/watch?v=1uF56JwtwpA
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complex systems are only predictable in the statistical sense
just like the weather
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there’s a 60% chance of a great retail program at Kroger this week
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you can up your chance of success with a better model of how humans work
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http://www.glogster.com/glog.php?glog_id=18203563&scale=54&isprofile=true
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http://news.softpedia.com/newsImage/Satellites-Reveal-Leatherback-Turtles-Epic-Journey-2.jpg/
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we’re all driven by forces beyond our awareness
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http://zletter.files.wordpress.com/2009/11/maratus_volans_f55822.jpg?w=450&h=331
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http://www.flickr.com/photos/27578366@N06/3063476368/in/gallery-cuttlefishlove-72157623190971692/
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http://arrestedmotion.com/2009/01/stephen-sprouse-artist-and-designer/
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we’re not rational but we can always provide rationale
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http://thevagabondadventures.com/wp-content/uploads/2010/11/Us-with-the-Bushmen-Tribe.jpg
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at its heart consumerist capitalism is not “materialistic” but “semiotic.” Geoffrey Miller
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neuroscientist’s model
http://www.btbuddies.org.uk/about-high-grade-brain-tumours/areas-of-the-brain-and-their-functions.html
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marketer’s model
http://www.forbes.com/2010/05/24/bank-of-america-post-recession-marketing-cmo-network-claire-huang.html
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Tropicana.com
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Massive’s model
http://arrow.dit.ie/cgi/viewcontent.cgi?article=1000&context=scschcombk&sei-redir=1#search=""lord+of+the+rings"+agent-based”
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http://www.massivesoftware.com/
http://www.massivesoftware.com/
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http://www.massivesoftware.com/
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PMFserv’s model
http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg
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http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg
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http://www.seas.upenn.edu/~barryg/PMFserv-wiring.jpg
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what we want to signal
physical traits health fertility beauty
personality traits conscientiousness extraversion stability openness agreeableness
cognitive traits intelligence
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how we signal conspicuous waste conspicuous precision conspicuous reputation
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appeal to our ultimate interests
http://www.ktvb.com/community/blogs/maggie-omara/The-Cure-takes-on-the-Race-for-the-Cure--93284439.html
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secure social status autonomy & control fun (go figure)
resources, mates & teammates
appeal to our ultimate interests
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Aspirin Jelly bean Salt
work within our cognitive limitations
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work within our cognitive limitations
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$7 / glass $10 / glass $12 / glass $ 5 / glass
work within our cognitive limitations
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working memory is tiny long-term memory is spotty we heavily discount past & future attention is a depletable resource we try to think as little as possible
anchors, frames, heuristics & schema
work within our cognitive limitations
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Pretty Boy. Nerd.
use our decision-making influences
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use our decision-making influences
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use our decision-making influences
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use our decision-making influences
http://www.ratemyprofessors.com/ShowRatings.jsp?tid=157829&page=3
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use our decision-making influences
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social proof reciprocity commitment & consistency scarcity & loss-aversion liking authority
use our decision-making influences
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Ethan Decker, PhD Group Director, Insight & Strategy
The Integer Group +1.303.393.3175
[email protected] @ehdecker
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