I love helping companies unlock global growth. As a child, I spent my free time writing letters to pen pals in countries around the world. That passion for communicating across borders, languages, and cultures never went away. I’ve spent most of my life working to overcome those barriers in business. I frequently write about international business for Harvard Business Review, and in my latest book, in which I share lessons learned as an operator and executive at HubSpot, where I led international strategy. Today, I’m the Chief Marketing Officer at Zappi, a tech company with employees in 16 countries.
Consumer behavior is deeply rooted in culture. Where we live and grow up in the world shapes how we think and what we buy.
As a marketing executive, I loved learning from Rapaille’s examples, which are rooted in experience with some of the most successful product launches and advertising campaigns in history. He has used these principles to achieve international business success for some of the world’s most iconic brands. His theory helped Chrysler with the PT Cruiser launch. He also influenced the famous Procter & Gamble campaign for Folger’s Coffee, one of the most successful ad campaigns in history.
This is my top pick for international business professionals who want to learn how to build a successful global brand.
Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.
In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world.
Rapaille’s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture.…
I have been reading, researching, and writing on the limitations of market capitalism and the unique and important role of government in meeting public needs for almost 30 years. I have come to firmly believe that we can’t – as a nation and planet – solve our most pressing problems without rebuilding trust in government and the capacity and authority of governing institutions. We can’t eliminate poverty, eradicate structural racism, protect our environment and the planet without democratic institutions that have the power to do so. We need markets, but transferring too much power to the market has created many of the problems we face today.
We are all consumers, much more so since the post-WWII years of prosperity.
But beyond meeting our family needs and making our lives easier (and certainly more cluttered), mass consumption has taken on deeper political meaning in American culture and society. In many ways, our identities as consumers have replaced our identity as citizens – with increased individualism displacing our commitments to the common good.
This book walks us through the post-war history of consumerism while at the same time places it squarely in the context of cold war politics.
In this signal work of history, Bancroft Prize winner and Pulitzer Prize finalist Lizabeth Cohen shows how the pursuit of prosperity after World War II fueled our pervasive consumer mentality and transformed American life.
Trumpeted as a means to promote the general welfare, mass consumption quickly outgrew its economic objectives and became synonymous with patriotism, social equality, and the American Dream. Material goods came to embody the promise of America, and the power of consumers to purchase everything from vacuum cleaners to convertibles gave rise to the power of citizens to purchase political influence and effect social change. Yet despite…
In my younger days I was a graphic designer and copywriter, approaching brands largely from a creative viewpoint. Over the years I’ve discovered that creative work is much more powerful when harnessed to business strategy, and business strategy is much more powerful when combined with exceptional creative work. I’ve characterized the gulf between strategy and creativity as the “brand gap,” which has led to eight books on branding and a school for professional mastery called Level C.
Marketing psychologist Kit Yarrow explains how technology has rewired our brains, making us more individualistic, isolated, emotional, and distrustful. This is not a pessimistic book—it’s a practical guide to addressing customers’ desires and insecurities in a time of deep cultural shifts. Not only has she done her homework, but she also presents the results with lightness and clarity.
Take a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy. In Decoding the New Consumer Mind, award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviors of shoppers, taking marketers where they need to be today: into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications, and brands. Drawing on hundreds of consumer interviews and shop-alongs, Yarrow reveals the trends that define our transformed behavior. For example, when we…
I am a historian based in England, raised in Texas. While undertaking a summertime spoken Latin course at the Vatican in 2001 I found myself in the midst of Italian protests against that year’s G8 summit in Genoa. The strength of the anti-globalization movement, and the violent response from the Carabinieri, sparked an early interest in the historical controversies surrounding globalization and US foreign policy. Ten years later, I had a PhD in History from the University of Texas at Austin and the first draft of what would become my book,The “Conspiracy” of Free Trade.
Where to begin. Hoganson’s first book had already transformed our understanding about why the US acquired a colonial empire in 1898 through the politics of gender.
In Consumers’ Imperium she once again flips the script by investigating the domestic side of the Gilded Age capitalist empire. In doing so, wealthy white women are recast as power brokers of American globalization and imperialism through their purchasing habits, exhibitions, and armchair travel clubs.
Histories of the Gilded Age and Progressive Era tend to characterize the United States as an expansionist nation bent on Americanizing the world without being transformed itself. In ""Consumers' Imperium"", Kristin Hoganson reveals the other half of the story, demonstrating that the years between the Civil War and World War I were marked by heightened consumption of imports and strenuous efforts to appear cosmopolitan. Hoganson finds evidence of international connections in quintessentially domestic places - American households. She shows that well-to-do white women in this era expressed intense interest in other cultures through imported household objects, fashion, cooking, entertaining, armchair…
After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past but on what works now in light of the dramatic changes in the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.
Wharton Marketing Professor Jonah Berger has spent decades researching what makes ideas spread and marketing go viral. The best idea and brand story with the right archetype won’t make a difference if it isn’t seen. With today’s fragmented media landscape, you need to know what makes something catch on and drives word-of-mouth to spread your story.
This book outlines 6 characteristics of what makes things catch on with social currency, triggers, emotion, public, practical value, and story. Understanding these factors helped improve my brand stories. Even social media advertising only buys an interruption. It doesn’t guarantee action and spread.
Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to…
Simply put, I am a marketer (for over two decades). Yet, I am fascinated with the human brain. In my opinion, the two go together. To create powerful marketing messages, we must understand the mind of our customers. While working on my doctorate in general psychology, I was able to dive deep into consumer behavior and the psychological factors that drive us. All of my recommended books touch on psychology in some way or another and will teach you how to motivate your customers to take action.
I read this book on an airplane and was asked by the person next to me why I needed to learn about why I buy things. Well, this book is for anyone interested in understanding consumer behavior and the psychology of shopping. It’s an in-depth exploration of how shoppers interact with products and environments and provides valuable insights into how businesses can improve their sales and customer satisfaction. Underhill backs up his observations with a wealth of research and data.
Everyone survives by selling something whether we wear the title or not. Selling has been my career, even before I was a salesperson. I started my career in engineering but quickly realised my passion was in developing business, not designing industrial ventilation systems. Helped by a boss who also saw I was better suited to roles other than engineering (he wasn’t so polite) I went on to enjoy a successful career spanning 4 decades working in Australian, Asian, and European markets that embraced all facets of sales and business development. Helped by great mentors and learning from the experience of others, I have endeavoured to give back by mentoring business owners, salespeople, and writing.
The business world is obsessed with big data and artificial intelligence.
Big data is collected for analysis. Analysis through AI. It lacks to ability to capture emotion and to be successful long-term, businesses need to connect with their markets at an emotional level.
Lindstrom uses real-life case studies to show how looking at the little things; how people use items and why, and observing what others don’t see in a home, a workplace, or a community can help better deliver concepts that big data just can’t see.
The New York Times Bestseller named one of the "Most Important Books of 2016" by Inc, and a Forbes 2016 "Must Read Business Book"
'If you love 'Bones' and 'CSI', this book is your kind of candy' Paco Underhill, author of Why We Buy
'Martin's best book to date. A personal, intuitive, powerful way to look at making an impact with your work' Seth Godin, author of Purple Cow
Martin Lindstrom, one of Time Magazine's 100 Most Influential People in The World and a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next…
I’m a conservation scientist and a writer. I’ve always thought of human and environmental health as deeply intertwined, but as a scientist in the environmental field, I get to study how those links play out in various contexts and help people implement solutions to create a more sustainable future. At heart, I am a storyteller. I write mainly about forest and climate-related issues, but I have a broader interest in the complex relationships between people and the natural world. I hold a dual degree in Environmental Studies and Visual Art from Brown University, and I earned my Ph.D. from the Emmett Interdisciplinary Program for Environment and Resources at Stanford University.
When it comes to the massive issue of climate change, even citizens who are very concerned often wonder, “What can I really do to help?” The scale of the problem requires global action, but often people are left feeling like their actions alone can’t begin to make a difference. In Inconspicuous Consumption, former New York Times science writer Tatiana Schlossberg opens our eyes to the fact that our everyday choices in such a convenience-driven society contribute to the climate crisis.
Schlossberg unveils the hidden environmental impacts behind the Internet and technology, food, fashion, and fuel and traces the far-reaching effects of our daily living in a super-connected world. But, even more importantly, she shows us that our choices, such as what we eat or what we wear, could also be a part of the many solutions needed, too. In terms of a carbon footprint, I finally got a great…
As we become a more digital society, the gains that have been made for the environment by moving toward a paperless world with more and more efficient devices will soon be or already have been offset by the number of devices in our lives that are always using energy. But many don't think about the impact on the environment of the "Internet of things." Whether it's a microwave connected to the internet, use of Netflix, or online shopping, these technological advances have created new impacts that the people who are most well-versed in these issues haven't considered.
What grabbed my attention was a section comparing homo economicus with Homer Simpson, rational economic thinking versus the impulsive American comedic icon.
Most economics is based on individuals
exercising rational decision-making to achieve maximum personal utility, be
this in terms of financial or psychic income.
Their collective response allows
statements to be made about aggregated economic behaviour. Such a view is being
challenged by behavioural economists who integrate lessons from psychology with
the 'laws' of economics.
They believe behaviour is not always driven by a
conscious cost-benefit approach but can be influenced by emotional and cultural
factors, which can lead to decisions which contradict economic theory, are
irrational and inconsistent, and may not be in the individual's best interests.
The second edition of Behavioral Economics: The Basics summarizes behavioral economics, which uses insights from the social sciences, especially psychology, to explain real-world economic behavior. Behavioral economic insights are routinely used not only to understand the choices people make but also to influence them, whether the aim is to enable citizens to lead healthier and wealthier lives, or to turn browsers into buyers.
Revised and updated throughout with fresh current-event examples, Behavioral Economics: The Basics provides a rigorous yet accessible overview of the field that attempts to uncover the psychological processes which mediate all the economic judgements and decisions we…
Frank R. Kardes, Ph.D. is the Donald E. Weston Professor of Marketing and Distinguished Research Professor at the Lindner College of Business at the University of Cincinnati. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, and a Fellow of five national professional societies. His research focuses on omission neglect, consumer judgment, and inference processes, persuasion and advertising, and consumer and managerial decision making. He was Co-Editor of Advances in Consumer Research, Journal of Consumer Psychology, the Handbook of Consumer Psychology, and Marketing Letters, and serves or has served on seven editorial boards. He has published nine books and over 100 articles and chapters on consumer psychology.
The new fourth edition of the classic text on cognitive social psychology with many important implications for understanding consumer psychology. The authors are leading researchers and the text is organized using an information processing perspective. The text covers classic social psychological topics, such as person perception, person memory, stereotyping, attitudes and persuasion, causal inference, and decision making. The text is science-based, high level, but also very readable and appropriate for a general audience.
The social world is complicated and our minds are limited, so we take shortcuts. You have to make quick decisions - this person is dangerous, this one is not. The shortcuts we take mostly work well enough, because, after all, we survive. But some are deeply unjust, including racial or social class categories or other unfair stereotypes.
This book will help you understand how these shortcuts work, why they exist, and how they are changing.
There are examples in each chapter which * Show applications in the real world to help with your understanding * Highlight significant pieces of research…
