Human beings make decisions in two ways. One is slow, deliberate and calculating. The other is fast, instinctive and emotional. And the fast one is in the driving seat. Psychologists call it System 1.
Join the authors of our new book, System1: Unlocking Profitable Growth, for this webinar series as they discuss how designing for System 1 thinking unlocks growth across multiple marketing disciplines: decision-making, innovation, advertising, brand-building and shopper marketing.
In each 20 minute webinar, presented by two of the authors, Tom Ewing and Orlando Wood, we will discuss the key ideas raised by each chapter. These webinars are scheduled to give you time to read each chapter before attending the webinar. Chapter 1, Chapter 2, Chapter 3, Chapter 4 and Chapter 5 are available now.
Chapter 1: Decision-Making (Watch the Recording)
In this first webinar of the series, Tom and Orlando lay the foundations for the rest of the book, discussing the features of System 1 thinking and why it's so important for marketing.
Chapter 2: Innovation (Watch the Recording)
In the second webinar of the series, we show how System 1 thinking (how humans make decisions) has an instinctive preference for the familiar. For consumers to accept your innovation, embed your great new idea in the familiar to make it Fluent - easy to recognise and understand. Fluent Innovation looks 80% familiar and 20% new.
Chapter 3: Advertising (Watch the Recording)
In the third webinar of the series, we explore emotional advertising. Emotional ads are by far the most likely to create long-term profitable growth. Harness the 7 basic emotions and fluent creative devices to make great advertising. The more people feel, the more people buy.
Chapter 4: Brand-Building (Watch the Recording)
In the fourth webinar of the series, we unveil the 3 rules for building brands: Fame, Feeling and Fluency. Brands should come readily to mind (Fame), feel good (Feeling) and be distinctive (Fluency). The 3 Fs explain current market share, predict share gain and create brand value: they are the keys to profitable growth.
Chapter 5: Shopper Marketing: June 28
In the fifth webinar of the series, we reveal how System 1 works in the purchase environment. Don't create stopping power, which encourages caution and limits sales. Instead, create moving power, enabling shoppers to buy easily and instinctively.
