Persuasion

needs and wants don't cut it

What we do satisfies our needs and wants

All needs and  wants are controlled by what we believe to be true

But

TRUTH 

has nothing to do with it.

Beliefs 

don't have to be true to be believed

BUT 

beliefs are tremendously powerful

AND 

they create every need and want you have

OUR 

every action is a prisoner to our beliefs

KNOWING 

what the people  you wish to influence believe to be true

is key...

FRAIL 

we are frail and seek ideas, brands, things, and people that fundamentally agree with our beliefs

CONFLICT

is avoided at all costs we avoid things in conflict with our own sense of self

WE AVOID

anything that so much as smells in conflict with  our beliefs

FEAR

of being wrong drives behavior and we so want our beliefs affirmed that... 

WE'LL PAY

we will inconvenience ourselves and pay more

WE'LL PAY

for anything that supports what we believe is true

BRANDS

that understand this have immense persuasive power to grow and profit

BUT

your brand must be more about them and less about you

AND

brand must sincerely reflect those beliefs

BUILD

we build brands to  steal market share because we build them on the beliefs of those you want to attract

RESEARCH

we don't guess our research is all about beliefs, so our method  is predictive