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This is a book about the world's most intriguing subject: us. It reveals what leads us to choose what we choose and why we buy without really consciously thinking...
UNTHINKING represents the consummate effort of best- selling author and marketing expert Harry Beckwith. In this exciting and innovative guide, Beckwith pinpoints the major influences that shape our unconscious decisions. Drawing from dozens of disciplines and research from hundreds of businesses worldwide-including twenty-four Fortune 200 companies Beckwith shows how master marketers ingeniously tap subtle but compelling forces that affect our choices. He explores such riddles as:
• What common insight explains the success of Panera and Harley-Davidson? Of USA Today, the iPhone, and eBay? Of Target stores and the author Malcolm Gladwell?
• What lessons can we take from hockey teams that switch to black uniforms, and from the similar patterns you find in the world's most popular logos?
• Why does warning us that we will die if we don't buckle up lead more of us to not fasten our seat belts?
• Why can't the world's top basketball experts choose the right player to take a last-second shot?
The answers to these questions are fascinating-even startling-and will show you how you can get more customers to choose you.
UNTHINKING represents the consummate effort of best- selling author and marketing expert Harry Beckwith. In this exciting and innovative guide, Beckwith pinpoints the major influences that shape our unconscious decisions. Drawing from dozens of disciplines and research from hundreds of businesses worldwide-including twenty-four Fortune 200 companies Beckwith shows how master marketers ingeniously tap subtle but compelling forces that affect our choices. He explores such riddles as:
• What common insight explains the success of Panera and Harley-Davidson? Of USA Today, the iPhone, and eBay? Of Target stores and the author Malcolm Gladwell?
• What lessons can we take from hockey teams that switch to black uniforms, and from the similar patterns you find in the world's most popular logos?
• Why does warning us that we will die if we don't buckle up lead more of us to not fasten our seat belts?
• Why can't the world's top basketball experts choose the right player to take a last-second shot?
The answers to these questions are fascinating-even startling-and will show you how you can get more customers to choose you.