Team 1 Step 1: Their worldviews got there before you did. We all have a worldview that affects everything we do, especially when it comes to buying. A smart marketer realizes, according to Godin, that if they cannot appeal to the worldview of the consumer, they have already failed no matter how well they do at everything else. Case from the book: Godin tells how Baby Einstein, a division of Disney, sold more than $150 million worth of videos for newborns and infants providing a virtually useless product to women who wanted to hear a story that matched their worldview. Similarly, Fiji water, he cites, is one of the best-selling brands of bottled water, even though it is one of the most expensive. Is it because it tastes much better or is more …show more content…
This step is simple, we all notice things that are newer and trendy. Once it catches our eye, we formulate in our mind about how to view this new commodity. Case from the book: People prefer to be able to explain things; they want a logical explanation for everything that occurs. That includes all the details about the goods we purchase. If you don't provide people a story, they'll make one up - and more than likely, it won't be as good as one that you could come up. The New York Time recently ran an article about otherwise intelligent, rational people who were sure that the shuffle feature on their iPod was broken. The shuffle feature is supposed to randomly select songs and play them. These users knew for certain that something was wrong because their iPods appeared to keep playing certain songs over and over. Instead of being random, it appeared to these users that the iPod was favoring some songs over others. A quick look at the song count on my iPod confirmed that this is exactly what happens - some songs are played ten times as often as others. But that's the way it's supposed to be. That's the way randomness works. Random doesn't mean perfectly even. Far from