Qu'est-il arrivé au bon sens ? Où est-il passé et comment pouvons-nous le retrouver ?
Le PowerPoint interminable que personne ne lira jamais, les 200 mails dont vous êtes en copie sans raison, des réunions qui engendrent des réunions, qui engendrent d'autres réunions, et ainsi de suite... La bureaucratie, les process à rallonge, le manque de feed- back et d'objectifs clairs sont à l'origine d'un immense gâchis de productivité et de motivation en entreprise.
Mais ce constat n'est pas une fatalité et des solutions sont à notre portée ! Avec sa plume acérée, Martin Lindstrom, expert en transformation d'entreprises, livre un manuel d'action où salariés et managers deviennent en 90 jours « agents du bon sens ». Votre mission ? Redéployer l'intelligence collective, améliorer la communication entre la direction et les équipes, éliminer les dysfonctionnements et process inutiles, libérer l'entreprise de ses problématiques internes pour retrouver enfin le vrai sens au travail.
"Small Data presents a behind-the-scenes look at what it takes to create global brands and reveals surprising and counter-intuitive truths about who we are and what connects us as humans. The New York Times Bestseller named one of the ""Most Important Books of 2016"" by Inc, and a Forbes 2016 ""Must Read Business Book"""
NEW YORK TIMES BESTSELLER A fascinating look at how consumers perceive logos, ads, commercials, brands, and products.-- Time How much do we know about why we buy? What truly influences our decisions in todays message-cluttered world? In Buyology , Martin Lindstrom presents the astonishing findings from his groundbreaking three-year, seven-million-dollar neuromarketing study--a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what captures our interest--and drives us to buy. Among the questions he explores: Does sex actually sell? Does subliminal advertising still surround us? Can cool brands trigger our mating instincts? Can our other senses--smell, touch, and sound--be aroused when we see a product? Buyology is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced--or turned off--by marketers' relentless attempts to win our loyalty, our money, and our minds.
Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. In Brandwashed, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned money. Brandwashed is a shocking insider's look at how today's global giants conspire to obscure the truth and manipulate our minds, all in service of persuading us to buy. Lindstrom reveals eye opening details such as : how advertisers and marketers target children at an alarmingly young age - starting when they are still in the womb, what heterosexual men really think about when they see sexually provocative advertising, how marketers and retailers stoke the flames of public panic and capitalize on paranoia over diseases, extreme weather events, and food contamination scares, the first ever evidence proving how addicted we all are to our iPhones and our Blackberrys, and how certain companies, like the maker of one popular lip balm, purposely adjust their formulas in order to make their products chemically addictive, and much, much more.
Draws on a three-year brain-scan study of people from around the world to shed new light on what stimulates interest in a product and compels us to buy it, refuting common assumptions and myths about the marketing of a product.
Draws on a study of how the five senses impact brand creation to outline the author's program for twenty-first-century sensory branding, citing examples to explain how to establish an effective marketing approach.
Reveals what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company. This book shows the extent to which we deceive ourselves when we think we are making considered decisions.
Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products. Small Data combines armchair travel with forensic psychology into a series of international clue-gathering detective stories.