New Marketing Mindsets

New Marketing Mindsets

It amazes me how marketing concepts evolve over time. I tried to gather new concepts as the graph below shows. If we probe in all of them we find that they center around tension. Creating tension that would push the customer to one extreme end to act.

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Tension Sources

Tension has many sources.

Tension of Selection is one example. As more varieties are offered to customers they get bewildered by the number of choices available. This leads the customers not to act.

Tension of Knowledge- the more we educate the customer, the less the customers think they know. We stretch knowledge with the simultaneity of extending ignorance. This creates the tension of knowledge.

Sensory Tension- overload of using our senses to collect information

Paradox Tension- and the list goes on.

We live in paradoxes more than we can imagine. They all lead to tension.

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The more we stretch the spring, the more tension we create. If we create intention purposefully we may then use it to change behaviors. For example, when my daughter Sara was at a very young age she told me β€œdaddy, because I love you so much I stopped loving you”. Going to the extreme may cause a reverse effect. Using same approach, we may try to change behaviors. For example, telling somebody who enjoys backbiting he is behaving like somebody easting the flesh of a dead person and therefore he shall be abandoned might feel the tension and change behavior accordingly. I remember reading a story about a female school that fits well in explaining what I mean. In that school students had a conflict with the cleaners because they doubted they were reporting what they do the school. To revenge, the students kept kissing the mirrors in the wash rooms so that their lipstick would stick to the mirrors. The cleaners had to do the cleaning many times a day. They complained to the headmaster. The head master asked all students to meet in the wash rooms. She wanted the students how the cleaners were doing their job. The cleaners used a brush that they first put in the toilets. They used the water to clean the mirrors. Never again cosmetic prints were seen again staining the mirror.

Eagles do it too. The mother eagle would stop cleaning the nest so that it becomes horribly smelly. The baby eagle has one choice- to leave the nest and fly out. The mother eagle knows if her baby bird doesn’t fly its muscles shall weaken and the baby eagle shall never be able to fly. To force it out of the comfort of its nest it deliberately stops cleaning it. We change the same way. When the pain of not changing is less than the pain of the current situation we may change.

To succeed in marketing today we need to use tension high enough for the customer to change and accept a new product or service. Sensory marketing in my opinion is another facet tension. Our senses give us so much information that we feel the overload and tensed as we grow the feelings that we know less and less.

Changing habits and behaviors may be best done through tension build-up to be ready to release it with the dream product or service.

The sound comment of Sara JacoboviciΒ prompted me to add this graph to the buzz.

e95a5b93.pngThe two opposing tensions shown in the graph represent reality. Going up is easier than going down and so we tend to revert to type and back to our comfort zone. Only when enough pulling up force is present we may change.



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Comments
Debasish Majumder

Debasish Majumder

3 years ago #15

i guess, making an ambiance favorable to become accepted by many can alone create a comfort zone and failing which may prove that i am unable to make my comfort zone in terms of marketing. whether eagle or hen, all are being endowed with a capacity to their utmost ability to create a milieu favorable for them to ensure them to exist. equally, if we are intend to sell a product, we must understand the requirement the customer and their alacrity, failing which, we may aspire to acquire profit, but ultimately it may prove that we are incapable to create a milieu and unable to yield dividend, resulting us to be obliterated from the marketing scenario. however, nice insight sir Ali \ud83d\udc1d Anani, Brand Ambassador @beBee! enjoyed read and shared. thank you for the share sir.

Ali 🐝 Anani, Brand Ambassador @beBee

#15
I agree with your sound thinking dear Tausif Mundrawala. I recall we branded a new restaurant "Fish and Lettuce", which aimed for people who care to keep healthy and search for nutritious, but not fatty food. Where did we locate it? Next to gyms. The idea proved very successful. So, yes and I fully agree with you.

Ali 🐝 Anani, Brand Ambassador @beBee

#13
Very solid comment Franci\ud83d\udc1dEugenia Hoffman, beBee Brand Ambassador. Your examples are to the point. Painful tension in particular will urge us to move out of it and hopefully to a better state. Creativity is most welcome in identifying tension sources and tailor them to the needs of a business. When customers are in tension they welcome a solution to release their tension.

Franci 🐝Eugenia Hoffman, beBee Brand Ambassador

Sears could have used your excellent insights, Ali \ud83d\udc1d Anani, Brand Ambassador @beBee. Some tension is needed to pull the customer from monotony and lead them to action. Sears failed to do this and is suffering the consequences. Amazon is ready and willing to please the customer, therefore, taking the customer to the "tensed or excited state". Now, the question is, can Amazon keep that momentum? Also, too much tension can cause stress, which weakens the foundation, whether tangible or intangible. Thus a tension source with negative reactions, which you outlined under subtitle "Tension Sources". Interesting and well thought out buzz.

Sara Jacobovici

Sara Jacobovici

3 years ago #11

#5
#9 Thank you Ali \ud83d\udc1d Anani, Brand Ambassador @beBee for taking my comment to your next level. Great graph and insight into the process. Flattered to be mentioned.

Ali 🐝 Anani, Brand Ambassador @beBee

#10
Great news dear Lisa Vanderburg

Lisa Vanderburg L

Lisa Vanderburg

3 years ago #9

#8
Thank you my friend Ali \ud83d\udc1d Anani, Brand Ambassador @beBee. Yup, I think my overstretched tension rod has restored itself now! :)

Ali 🐝 Anani, Brand Ambassador @beBee

#1
Thank you Sara Jacobovici for your comment inspired the addition of the new graph (last paragraph) to this buzz.

Ali 🐝 Anani, Brand Ambassador @beBee

#4
First, I am so happy to read your mindful comments again dear Lisa Vanderburg. I hope you are more relaxed now than last year. Yes, sometimes eagles do what I call "negative encouragement". By building a layer of pain on another layer of pain life becomes unbearable. The baby eagle shall not be able to endure the accumulated pain and has one option only- to fly.

Ali 🐝 Anani, Brand Ambassador @beBee

#3
You really got me thinking CityVP \ud83d\udc1d Manjit. You mention an often forgotten factor "The tension of opinion affects the tension in tension marketing". This line alone merits expanding to an e-book. Yes, I fully agree with you that the subject is so rich and versatile that it need writing a book to cover it. I extracted this buzz out of more than one hundred pages on tension marketing. Thank you for sharing the buzz.

Ali 🐝 Anani, Brand Ambassador @beBee

#2
Well, at least you create no tension within me @Kevin Baker with your lovely comment.

Ali 🐝 Anani, Brand Ambassador @beBee

#1
Thank you and you are spot on Sara Jacobovici to write "No one, not the professional or the client/customer, can stay in tension for too much time". Systems like to reverse to type and their relaxed position. Only, if the perceived new situation has less pain or far greater pleasure they would not change. There are two tension gaps- the gap between where we are and what we hope we shall be and the gap between in a tension state between our current position and where we are accustomed to be. The two gaps have their stretching tension till one overwhelms the other. Thank you for writing a precise comment.

Lisa Vanderburg L

Lisa Vanderburg

3 years ago #3

I do love this, dear Ali \ud83d\udc1d Anani, Brand Ambassador @beBee! You have so captured the essence of tension in between seller and buyer (I think - not my field). When I here that word 'tension', I also think of tensile stress; of breaking point. Not necessarily in a purely physical or finite way, but also, as the method you talked of, the mother eagle fledges her young - 'extreme encouragement' if you will. You have an amazing mind!

CityVP Manjit

CityVP Manjit

3 years ago #2

You are onto something good which can be contrasted with what others have said about tension, like the CMO of Kodak http://sixpixels.mirumagency.com/blog/archives/tension-as-motivation/ and then contrasted even more against what theoretical accounts of tension have put forth http://changingminds.org/principles/tension.htm and finally where tension is at its greatest stress point - our identity with work and the pressures on an organization to relate work to the market https://hbr.org/2006/12/managing-the-right-tension This is the kind of a topic which is best broken down into an e-book because there is a lot to take in. The tension of opinion affects the tension in tension marketing. For my own learning I had to decide whether I want to view this from a cerebral lens (magenta hive) or a commercial lens (orange hive) and I decided upon a commercial lens because I can begin to distill the overall idea of tension marketing into practical actions that may arise by viewing marketing from this lens. At this level of exploration this is one of the most fascinating buzzes I have read from you, in a series of other excellent buzzes.

Sara Jacobovici

Sara Jacobovici

3 years ago #1

I felt the tension till the end Ali \ud83d\udc1d Anani, Brand Ambassador @beBee and (finally) found there the word I was looking for; "release". You write, "Changing habits and behaviors may be best done through tension build-up to be ready to release it with the dream product or service." No one, not the professional or the client/customer, can stay in tension for too much time. The important thing about the release is that we need to be able to anticipate it while we are in the tension. The anticipation is a result of familiarity. So, in this way, you need to consider what release are you providing for the individual so that in future tension experiences, he or she can trust to anticipate that release. In this way you can achieve the dream, without it, I am afraid the tension can turn into a nightmare. As always, Dr. Ali, thanks for being the catalyst for a thought provoking exchange.

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