System1 - Unlocking Profitable Growth

by John Kearon, Orlando Wood, Tom Ewing

Human beings make decisions in two ways. One is slow, deliberate and calculating. The other is fast, instinctive and emotional. And the fast one is in the driving seat. Psychologists call is System 1. This book shows how businesses can achieve profitable growth by devising their marketing for System 1 decision-making. It reveals how designing for System 1 can unlock success across innovation, advertising, brand building and shopper marketing. It brings together years of work on how people buy, and how to get them buying you.

Genres: Nonfiction

254 pages, Paperback

Published June 28, 2017

Reviews

[Rikemiley · Rating 5 out of 5]

This book is not only incredibly insightful, it's also a delightful read. It masterfully blends theory and practice in a way that makes the future of marketing clear as day. Well organized into principles that debunk traditional marketing, the book explores how brands grow, why some new products become massive successes where others fail, why advertising shouldn't be about the hard sell, and how the moment of truth for shoppers is less mysterious than previously believed. Furthermore, the book dives into the unusual nature of the human brain, making more than a must read for marketers. Instead, it's a book that anyone who is curious about human decision making and consumer and social psychology will thoroughly enjoy.

[Madhur Bhargava · Rating 4 out of 5]

The book itself is a head-fake - it is actually a promotional & marketing tool for System1(to rope in more clients oc). Keeping that in mind, the book is really well researched and can be thought of as a gentler introduction to Kanheman's work on behavioral psychology. The authors have done a fantastic job to show how Kanheman's research applies to marketing in general, which is just pure gold. A must-read if one is looking for a short and gentler introduction to behavioral sciences, but with a pinch of salt as there is a lot of marketing(for the firm itself - System1) baked in.

[Cindy Richard · Rating 4 out of 5]

Great information on utilizing emotion in marketing to connect with people. An engaging and easy read.