Sublime

Within each, it can be useful to track the percentage of consumers that are seeing zeroes. If it’s too high a number, that category of users is experiencing anti-network effects, and it will never break through.

Digital media has exploded consumer options, and made demographics less predictive of human behavior. Now, psychographics work better. The differences between how people think are now more important in (most) marketing than who they appear to be.

Rely on intrinsic motivations—purposeful work and opportunities for growth—over financial incentives. They’re far more powerful.

In the last few years, recession-inspired discounting has supercharged the bargain expectations of consumers—and also decreased their ability to decipher the intrinsic value of merchandise. Macy’s multiple promotions are like catnip to Janine. She becomes ultra-focused on the money she’s saving and loses sight of what she’s spending. Janine half-jo

the amount we’re willing to pay for things often depends, to a large degree, on how fair the price appears to be.

favorite friend of mine is an übercollector, one of the biggest guys in the memorabilia business, and trust me, he is no nerd. He might be an ex-hippy, but he’s also a sexy stud, and he’s made a fortune from auctioning music and movie memorabilia. That’s the kind of guy you could stumble across at a hobby or fan convention.

out. My

In a category where the typical buyer buys multiple brands over a period, such as toothpaste, beer or TV streaming services, category buyers retrieve some brands linked to the first attribute cue.