February 9, 2011
When I finished reading the galley for Harry Beckwith’s latest book, Unthinking, I shot him an e-mail that said:
“Unthinking is a fantastic read. Your other books gave readers the what and sometimes the how — this book provides the why. It’s a perfect companion to your earlier works. What I love most about it is that you follow your own advice — you delight and surprise readers from beginning to end. Storytelling at it’s best!”
As you know, Harry Beckwith is a part of my trifecta of the best business writers I’ve ever read (along with Steve Farber & Joe Calloway) and his new book may be his best. In it, he explores how our mind and experiences “play tricks” on our buying decisions.
Through his brilliant, understated storytelling, Harry shows us what’s behind our consumer behavior and…of course as marketers, how we can use those insights to better connect with and serve our customers. Here are some examples of the stories/lessons you’ll enjoy.
- What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires?
- Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product?
- What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over?
- Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck’s?
- Why, after every other plea failed, did “Click It or Ticket” get people to buy the idea of fastening their seat belts?
Harry would argue that the answers to these questions can be found in our childhood, our culture and from our eye’s view. Drawing from dozens of disciplines, always enlightening Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.
This is really a must read for anyone who deals with customers. (As are all of his earlier works if you haven’t already read them). Buy it by clicking here. (Amazon affiliate link)
You can also enjoy Harry’s foray into blogging at Psychology Today.