1.
Attention: the consumer’s worldview determines whether she even bothers to pay attention. If she doesn’t think she needs a new brand of aspirin or a faster computer, she’s far less likely to notice a new one when it appears.
2.
Bias: everyone carries around a list of grudges and wishes. When a new product or service appears on your horizon, those predispositions instantly color all the information that comes in.
3.
Vernacular: consumers care just as much about how something is said as what is said. They care about the choice of media, the tone of voice, the words that are used—even the way things smell. When the story that’s told to the consumer doesn’t match the vernacular the consumer expects, weird things happen
Attention: the consumer’s worldview determines whether she even bothers to pay attention. If she doesn’t think she needs a new brand of aspirin or a faster computer, she’s far less likely to notice a new one when it appears.
2.
Bias: everyone carries around a list of grudges and wishes. When a new product or service appears on your horizon, those predispositions instantly color all the information that comes in.
3.
Vernacular: consumers care just as much about how something is said as what is said. They care about the choice of media, the tone of voice, the words that are used—even the way things smell. When the story that’s told to the consumer doesn’t match the vernacular the consumer expects, weird things happen
