03 important takeaways from this lecture:
It is possible to gain a good insight into the mindset of a customer by closely observing their total package of ‘expressions.’
By paying attention to the words people choose to use, their tone of voice, the gestures, postures, and facial expressions, one can read with surprising accuracy the frame of mind they are occupying at any particular time.
The key is to observe the total package rather than erroneously attach significance to just one aspect and deduce, for example, that because someone has their arms folded they are feeling defensive (they may very well just be cold, feel more comfortable that way, or be unconsciously modeling someone else’s behavior).
Advertising of yesteryear favored people with literary backgrounds. Literary is still important, but so is philosophy and psychology – being able to understand how people think and rationalize.