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