The Anchoring Principle

On Black Friday, think about the most expensive product that you sell.  If you followed the advice of one particular behavioural economist named William Poundstone – you should triple it.  Last year Poundstone published a book called Priceless: The Myth of Fair Value (and How To Take Advantage Of It) where he shared a core

Continue reading »

Survive The Modern Believability Crisis: Be Meaningful

Last year when I spoke at a TEDx conference on reinventing marketing, I asked what I thought at the time was a relatively innocent question: "how many people in the audience feel that marketing is adding something positive to the world around them?" Of the few hands that went up, the majority came from people

Continue reading »

Audubon Society Promotes Happy Bird Watching, Not Angry Bird ...

Imagine you're the marketing team at the Audubon Society, a group that has been around for nearly a century and your mission for that time has been to promote better man-bird relations — how would you respond to a internationally addictive game which has been downloaded more than 400 million times that portrays your heroes

Continue reading »