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Every December, the internet is flooded with prophecies, predictions, trends and forecasts that create a picture of the coming year and paint it completely different from the current one (all thanks to the emergence of augmented reality, rvirtual reality, artificial intelligence, machine learning, Voice search, etc.). The main part of these reports is the change and the impact of this change on businesses and society in general. There’s no question that technology is speeding this up, but what about the things that don’t change? By overemphasizing the things to come, companies run the risk of underestimating and forgetting the permanent things.
It is of great value to understand the basic principles of human nature. Bill Bernbach, one of the fathers of advertising, once said: “The development of human instincts took millions of years. It will take so many more millions before these change. It is fashionable to speak of a man in constant change. A communicator should deal with a man who does not change in the face of our obsessive desire to survive, to be admired, to succeed, to love and care for our own. “
Here we are leaving you 3 human traits or traits that have not changed since civilization began.
1. We make irrational decisions
People tend to think that we are rational animals and that we make decisions based on facts, logic, and reasoning. The reality is that nYour decision-making process is fraught with systematic errorsThis was confirmed by Daniel Kahneman and Amos Tversky in the 1970s when they discovered cognitive prejudice. These prejudices act as mental shortcuts or rules of the game that simplify the decision-making process when faced with an infinite number of options.
Most of our decisions are made by an unconscious part of the brain determined by instinct, memory and emotions. We usually make decisions automatically and then rationalize them using the prism of logic. Once we understand our cognitive prejudices, we can take small steps to change our individual or collective behavior.
A little push can increase the number of registered donors, help people save more for retirement, and reduce urine splashes by up to 80 percent. A good understanding of these types of theories and the architecture of our decisions is a very valuable asset to those looking to advance their careers, companies looking to get new business, and governments looking to improve the lives of their citizens. .
2. We love a good story
Storytelling is an integral part of the human experience. In fact, the human brain is programmed to tell, process, and enjoy a good story. We have always used stories to improve collaboration between individuals, share information, and create a collective sense of identity. 335 BC Aristotle said: “A complete story has a beginning, a middle and an end.”
Today when you see the movie Black Panther or the best seller Will from Michelle Obama or the incredible commercial Crazy dreams At Nike, you’ll see that the recipe for success remains the same. Recent discoveries in neuroscience have shown that a well-told story aligns storytellers with our brains. Stories have the power to shape attitudes, beliefs and behaviors. Companies like Walt Disney, Apple, and Airbnb know that stories are 22 percent more memorable than isolated dates and have mastered the art of storytelling to build great brands.
One of the most practical templates for creating an interesting narrative is The hero’s way by Joseph Campbell. Whether you want to give a talk, a startup is looking for funding or a global brand is planning their next advertising campaign, the key elements of the Tell stories They can be applied to improve your chances of success.
3. We give and we take
The reciprocity rule is simple: When someone does something for you, you feel compelled to return the favor. From an evolutionary point of view, reciprocity increases our chances of survival as a species. Cooperating social groups have achieved much more than individuals who have operated alone. In contrast, people who receive for nothing in return often suffer from social exclusion.
Today we are just as likely to feel reciprocated as our ancestors who walked the African savannah. The deep and subconscious need to give back what comes to us explains why Spotify offers a 30-day trial or why restaurants are giving away food trials and digital companies sharing tips and information on their blogs. The smartest marketers have long observed that consumers are more willing to pay for a service they first received as a gift or for something that gives them something of value.
Reciprocity can be a powerful tool in getting people to take your requests. A simple act, gesture, or gift has the automatic potential to turn a “no” into a true “yes”. The key is to really do it, with respect and real worth for the other party.
There have been few biological changes in the human brain over the past 10,000 years. Sure, the outside world has undergone radical changes following the expansion of civilization and the use of increasingly sophisticated tools, but the way we process things and perceive the world remains largely the same, shaped by the evolutionary need to survive.
Understanding the unconscious is one of the most powerful ways to influence people. A good push can change behavior without spending too much and without reducing the number of options available. Telling a compelling story can connect you with your audience much more effectively than hard data. And giving is one of the best ways to get people to agree with you and say yes.
Before using this human mind to make profit, remember the momentous words of Spiderman’s uncle: “With great strength comes great responsibility.” We have the opportunity to use these techniques for the benefit of all humanity.