opportunity 6 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. Nobel prize winning, Daniel […]

opportunity 6 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. Nobel prize winning, Daniel Kahneman, identified two types of thinking: Fast – or intuitive thinking Slow – or deliberative thinking Impulse purchasing is an example of fast thinking. The deliberative thinking involved in buying a car is an example of slow thinking. Deliberative or slow thinking generally involves a process with a number of stages: Identification Research Liking Preference Purchase Rationalisation Identification is all about identifying the need or, perhaps more often, the want that drives purchase behaviour. Research involves gathering together the information upon which a purchase decision can be based. Liking is more often than not the…