How to Shape Human Behavior 2nd Edition – Book Preface
Thanks to Olivier Massanella for helping with the print cover of this 2nd edition (paperback available on Amazon), and a very special thank you to the professionals who took the time to answer my questions for this 2nd Edition of How to Shape Human Behavior as well as those who didn’t make this edition but will appear in future versions.
How To Shape Human Behavior 2nd Edition for Advertisers was published in 2014.
Originally, I set out to answer the question ‘How can startups create their own advertising campaigns on a budget?’ I envisioned a manual that outlined step-by-step the creative process professional advertising agencies use to create advertising campaigns. All my early research centered around answering this question.
However the more I researched, the more I realized that I was asking the wrong question; I was merely scratching the surface of a deeper, more important question. And so I felt compelled to deepen the focus of my research.
Humans prefer consistency and predictability. It’s evident in the products they repeatedly buy, the books they typically read, the beliefs they unquestionably defend. It shows in their logic and reasoning. In the short-term consistency and predictability make society run more smoothly. They make life easier and decisions safer. In fact, there are over a hundred other heuristics and cognitive biases that shape the way humans behave and make decisions. How To Shape Human Behavior 2nd Edition for Advertisers addresses each and every one of those biases from an entrepreneur’s perspective.
Why? Because successful entrepreneurs don’t sell products and services; successful entrepreneurs shape human behavior. And for entrepreneurs, shaping human behavior begins from inside the consumer’s mind. The more intimately you understand the mechanisms and complexities of human behavior, the more control you have over the future of your business decisions. In the hands of an entrepreneur, applicable knowledge of the human mind is priceless.
Whether you’re a new startup creating your branding strategy or an established business looking to add a fresh new perspective to your brand, How To Shape Human Behavior 2nd Edition for Advertisers takes you step-by-step through every phase of shaping human behavior needed to build a successful, consumer-centered business.
An important note. How To Shape Human Behavior 2nd Edition for Advertisers is intentionally written as a guide to building a successful business through understanding and using human cognitive weakness that shape human behavior. There will no doubt be times when the offensive and defensive strategies and techniques outlined herein will make you feel uncomfortable or go against what you consider to be ethical behavior. Humans don’t like the idea that they are being ‘manipulated’ into making decisions and giving their money to brands for any reason other than their own free will. But just because you may consider using this knowledge is unethical doesn’t mean it doesn’t work, and it doesn’t mean that other entrepreneurs aren’t currently using them to their advantage. It is critical for you to be able to distinguish between manipulation and persuasion. More importantly, it is crucial that your consumers correctly distinguish manipulation and persuasion when it comes to evaluating your brand and integrity.
The research in this book is based on academic research and interviews and discussions with professional marketers and executives. Careful attention has been made to accurately cite every reference used. All references are denoted in superscript so you can both verify the research as well as conduct your own.
Another important note. Before implementing any of the advice outlined herein, always consider how your message will be perceived by your target consumer demographic as well as the short- and long-term positive and negative implications your actions will have on your brand image. Most importantly, never do anything that would cause consumers to feel like you’ve tricked them.
How to Shape Human Behavior 2nd Edition – Interview Index
The research in this book is based on academic research and interviews and discussions with professional marketers and executives. Careful attention has been made to accurately cite every reference used. All references are denoted in superscript so you can both verify the research as well as conduct your own:
- Rémi Noel, Creative Director for TBWA\Paris
- Dominic Dangerfield, Co-Director of Speechmark
- Céline LePrince, Digital Producer for Ogilvy
- Sabine Lenglet, Associate Director for TBWA
- Jean-Baptiste Daudet, Data Consultant for Ogilvy
- Ignacio Rodriguez, International Account Manager for TBWA
- Thomas Palugan, Data Consultant for Ogilvy
- Aurélie Chalaye, Account Manager for Ogilvy
- Hervé Thevenard, Financial Controller for Ogilvy
- Laurence Maas, International Coordinator for Y&R
- Sidavy Chau, Financial Controller for Grey
- Martine Meyer, Print Producer for TBWA
- Muriel Benitah, Account Director for Ogilvy
- Anne Cerutti, Account Manager for Ogilvy
- Siegrid Bourgois, Brand Division Leader for TBWA
- Derek Banas, Owner of New Think Tank
- Eric Holden, Executive Creative Director for TBWA
- Fatiha Sanhaj, Model Booker for Idole Model Management
- Sylvie Réveillard, Art Buyer for The Shop
- Joshua Waldman of Career Enlightenment
- Delphine Guerin, Executive Producer for Irene
- Sam Fajner, Regional VP of Client Relations for Teecom
- Tenin Coulibaly, Accountant for DDB
- Hervé Godard, Owner of Blake Magazine
- Daphné Claude, Co-Founder of Citigate Dewe Rogerson
- Steven Brinlee, Senior Creative Director for AR NY
- Lisa Ward, Senior Account Manager for Iris Worldwide
- Adrien Laugher-Werth, Co-Founder of EuroBusiness Media
- Heather Huhman, owner of Come Recommended
- Roc Chaliand, Editor of Ever Magazine
- Gézabelle Hauray, Project Leader for Havas Life Worldwide
- Aurélien Pécoul, Digital Consultant for Havas Worldwide
- Marie-Charlotte Lafront, Account Director for Being
- Pauline Gandaubert, Branding Consultant for Havas
- Bérénice Goales, Client Services Director for Wunderman
- Ian Swan, Independent Copywriter
- Kristel Pecnik, Content Director for Vivaki Performance
- Vivien Urtiaga, Digital Art Director for Grey
- Isabelle Nancy, Account Manager for JWT
- Benjamin Descazal, Data Consultant for KBMG
- John Foland, Independent Web Developer
- Ivan Pejcic, Strategic Planner for Ogilvy
- Matt Marrocco, Lead Industrial Designer for Streng
- Rory Sutherland, Exec Creative Dir & Vice-Chairman
- Arnaud Marullaz, Art Director for Y&R
- Marine Soyez, Art Director for Pixelis
- Cédric Quissola, Art Director for Y&R
- Akim Zerouali, Art Director for Y&R
- Olivier Hubinois, Account Manager for Pixelis
- Timoni West, Freelance Product Designer
- Gregory Ferembach, Art Director for Y&R
- Paul Johanet, Digital Account Executive for Being
- Julien Hérisson, Freelance Art Director
- Sophie Andresen, Owner and Curator of Neuromaencer
- Peter Spear, Brand Listener and Strategist
- Karen Rudel, Owner of Sight Seeker’s Delight
- Kevin Knight, President of Expatriate Party SAS
- Thomas Yve, Art Director for Being
- Derek Sivers, Owner of WoodEgg
- Emmanuel Lorry, Creative Art Director for CB’a
- Léa Stagnaro, Account Manager for CB’a
- Eric Auvinet, Copywriter for JWT
- Samantha Bilodeau, Data Miner for Ogilvy
TABLE OF CONTENTS
- How does the advertising process work?
- I want to hire a professional. How can I tell the good from the bad?
- What misconceptions do brands commonly have about marketing?
- How can I create my own inspiring creative brief?
- I have a small advertising budget, any advice?