Selfish, Scared and Stupid

Appealing to humans' basic instincts to increase influence,buy-in and resultsSurvival of the species comes down to three basic instincts, saybehavioural research strategists Dan Gregory and KieranFlanagan--fear, self-interest and simplicity. These basichuman behaviours come into play in all types of relationships,including those between businesses and customers. Selfish,Scared and Stupid: Stop fighting human nature and increase yourperformance, engagement and influence, demystifies thesebehaviours and examines the psychology behind why even the bestideas sometimes fail.This book helps businesses design their organisations forreality rather than perfection, and also offers strategies to headoff unprecedented levels of disengagement within, and outside, thebusiness. It answers baffling questions around why the publicsometimes fails to engage despite overwhelming data suggestingotherwise, why so many new products end up on clearance shelves andwhy so many great salespeople often fall short of their monthlytargets.* Learn how the survival of the species plays into business,including delusionary realities and the reasons ideas can fail* Discover how to offer customers strategic rewards, therebymaking the buying process more attractive to selfish natures* Examine the link between fear and the unknown, includingstrategies for quelling fears and turning them into action* Learn to use a simple mindset to create low-involvementproducts, helping appeal to instinct and making products hard toresistThis provocative book is built on the idea that businesses mustreturn to a more human engagement methodology in order to succeed.It is an informative read for anyone interested in improvinginfluence, growing business reach, improving sales figures orunderstanding the complexities of human behaviour.