Interesting, easy read on the psychology of shopping.

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The new rule: create truly innovative products and build the marketing right into them. Today, it's within the product itself that a brand has the most leverage with consumers.

Written as a fascinating and enjoyable conversation between the authors - Stefan Olander, Vice President of Digital Sport from Nike and Ajaz Ahmed founder and Chairman AKQA - Velocity's up-to-date examples illustrate key lessons, together with insights, ideas and inspiration that individuals and businesses should adopt to thrive in the digital age.

(last chapter on the pitch for London 2012 is pretty epic but some other great stuff in here

We are now entering a period of radical transformation in which, because of the exponential growth rate of technology we will soon have the ability to meet and exceed the basic needs of every man, woman and child on the planet. Making this happen is humanity's grandest challenge - this is a book about how we can meet it.

The book includes illustrative anecdotes and mini-exercise sections calling out practical actions readers can take to unleash their own creative spirits.

Since the Enlightenment there has been a very simple but widely held assumption that we are a species of thinking individuals and human behaviour is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioural and neuroscientists suggests that our species is designed as a herd or group animal.

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