Page 7 - AeM_August_2020

RESEARCH
ANALYSIS
TRENDS

How and especially why do human beings

select or decide against a product or service?

According to neuroscientists up to 70%-95% of all company came into being, what drives them personally
people make decisions unconsciously and give as an entrepreneur and what challenges they are
themselves then a “logical explanation” for their choice facing, making their drive transparent. People who
within fractions of a second. That’s why very often we share the same ideas and values will be drawn to them.
get wrong explanations when we ask about it.
We have seen many times in the current COVID 19
People often don't even know why they decided for or crisis, what positive effects it can have when
against the new product: they just have a "gut feeling" entrepreneurs speak emotionally and authentically
and cannot explain it rationally, which could elucidate about their situation. And we have seen how it goes
why over 80% of new products - despite market when managers in large corporations are enriching
analysis - do not convince customers in the long run. themselves financially in the crisis, are caught and

have to row back. The transparency on the Internet
Anyway, we know already well what makes people tick
and how to trigger and subtly influence them almost means that companies that specify something in their
unnoticed. The question is if that is even allowed? mission statement, like code of conduct, sustainability
report etc. suffer quickly, if they do not keep and live in
Too often, goods are simply presented deftly, the price everyday life. This can even ruin the reputation built
formed in a brain-friendly way, and the placement over years in just a few lines on Twitter. You can only
chosen very carefully. But to be honest, if you are optimize your own communication and make it more
completely convinced of your product or service, effective if you take the customer seriously and
shouldn’t you also ensure that potential customers find consider what they really want and how they want it.
out about it? Otherwise the customer will opt for the Generally, customers want to know more about the
competitor's product, which would certainly only be the company they buy from and the people behind it.
second-best choice.
Businesses that do not recognize these signs of the
The goal is to turn customers into fans. To do this, times will face massive problems in the future when
however, you must realize that numbers, data, and attempting to recruit new, good employees - and as a
facts don’t do the trick anymore, neither do texts that result also risk losing customers. Businesses must
have been polished splendidly. Empathic, affecting realign and adapt quickly to the pace of change, since it
stories and a look behind the scenes work best when isn’t about processes but about communication and
done in an authentic and transparent way. Entre- ultimately about people. ◊
preneurs should therefore tell, for instance, why the
By Daniela La Marca

7 August 2020: people-oriented communication strategies and social networks