Creativity & Decision-Making
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Creativity & Decision-Making
Creativity, Innovation, and Decision-Making
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Rescooped by Katherine Stevens from It's All Social
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How to Manufacture Desire: An Intro to the Desire Engine

How to Manufacture Desire: An Intro to the Desire Engine | Creativity & Decision-Making | Scoop.it

"Here’s the gist: The degree to which a company can utilize habit-forming technologies will increasingly decide which products and services succeed or fail."

 

"Instead of relying on expensive marketing or worrying about differentiation, habit-forming companies get users to 'self trigger' by attaching their services to the users’ daily routines and emotions. A cemented habit is when users subconsciously think, 'I’m bored,' and instantly Facebook comes to mind. They think, 'I wonder what’s going on in the world?' and before rationale thought occurs, Twitter is the answer. The first-to-mind solution wins."

 

"But how do companies create the internal triggers needed to form habits? The answer: they manufacture desire. ... startups manufacture desire by guiding users through a series of experiences designed to create habits. I call these experiences 'desire engines,' and the more often users run through them, the more likely they are to self-trigger."

 

 


Via Mark Oehlert
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Creative Thinking for Brand Extension Ideas | The Brainzooming Group

Creative Thinking for Brand Extension Ideas | The Brainzooming Group | Creativity & Decision-Making | Scoop.it

Using a "Change Your Character" creative thinking exercise to generate brand extension ideas in a college marketing class.

 

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