The world is changing rapidly, but the methods for understanding people have not. Yes, technology can shape our thoughts, feelings and actions but the core of business and relationships remains the same. Strong foundation will help you carry on working even in the midst of a crisis or when managing an innovation or a big change, while maintaining the big picture in your head and keeping the necessary activities in progress.
Why it is essential that you learn to plan success:
Your knowledge and learnings really are creating your cognitive mind which you can rely on when either the situation or the time is critical, or when you do not have enough information or when you are overwhelmed by too much information. Learning and planning will affect your daily decisions subconsciously.
Changing your habits, the so-far-traditional activities and starting points quickly can be extremely dangerous. Keeping the foundations of your business strong will allow you to change, replace and skip layers as needed. You are the most important tool you possess, make sure you are in working order and that your foundations are clear.
What is cognition?
By its definition cognition is the mental action or process of acquiring knowledge and understanding through thought, experience, and senses. And as a marketer you should know that an individual’s construction of social reality, not the objective input, can too often dictate decision making processes in marketing. This is what may sometimes lead to confronting, inaccurate judgment, illogical interpretation and irrationality.
Harvard professor Gerald Zaltman says that 95% of purchasing decisions are made subconsciously. And in his book “How Customers Think: Essential Insights into the Mind of the Market” he describes very well the concerns and challenges we all have in today’s market:
“The most troubling consequences of the existing paradigm have been the artificial disconnection of mind, body, brain and society. Though systems theory is not new to managers, is has not dented their conceptualization of consumer or manager behaviour and how they affect one another. Only by reconnecting the splintered pieces of their thinking about consumers can companies truly gasp and meet consumers needs more effectively – and thus survive in today’s competitive and rapidly shifting business environment.”
He also refers that the world has changed rapidly but the methods of understanding people have not. Yes, technology can shape our thoughts, feelings and actions but the core of psychology and our cognition remains the same.
So, how can you help your cognitive mind when making marketing decisions:
- For fundamentals in sales, marketing, service and psychology ⭢ make sure you understand the architecture of business and the actual role a marketer has across the company (you’re not just an advertising lady!).
- For marketing intelligence ⭢ make sure you understand the self-perpetual marketing concept and work on it consistently.
- For marketing audit ⭢ learn to see and analyze what is happening inside your business with your marketing and with the competition.
- For focus and brainstorming ⭢ understand how to stay focused and make ideas happen.
Through those topics you will understand the most important things that affect your daily decisions subconsciously and how you can help yourself by concentrating on the fundamentals of your decisions.
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