neuromarketing Archives

4 Qualities Startups Seek in Job Seekers

Building a successful startup is no small thing. It’s not just about having a super cool idea or disruptive technology. It’s about the people who drive these first thoughts forward. I believe most freshers from Tier 2 colleges dream of joining a super startup team, considering the amount of learning and exponential growth. But if you don’t have the following three qualities, your expectations and reality may not match well. And many have this question in mind; How do I start working in startup? Let’s see what those three key qualities are that go beyond the obvious skills and qualifications.

1️⃣ Optimism: The Power of Positive Thinking

Most startups operate with uncertainties and challenges. From securing funding to developing a minimum viable product, the journey is fraught with obstacles. In such an environment, having team members who are optimists can be incredibly valuable. Optimists believe in the mission and are confident that the team can overcome any hurdles.

Does it work? Look at Airbnb

Consider the early days of Airbnb. The founders faced numerous rejections and financial difficulties. However, their optimism kept them going. They believed in their vision of transforming the way people travel.

How to work in startup: Airbnb case study — Airbnb

This positive mindset not only kept the team motivated but also attracted investors and customers; as they say, now they belong anywhere. From nowhere to anywhere, Aibnb’s journey happened because of the people who believed it’s possible, and they drive that mission with positivity.

How to Demonstrate Your Optimism During Interviews

During interviews, highlight instances where your optimism led to positive outcomes. You could talk about a project that seemed doomed but succeeded because you and your team maintained a positive outlook and kept pushing forward.

For example, “in one of my previous organisations, when I suggested adding Amazon business as a channel for sales, everyone rejected it since the business is highly dependent on offline markets and distributors, and it would spoil the chain and demand. But what I observed was that there were a lot of government exam aspirants outside Kerala, and we couldn’t deliver books at ease since our distribution channels were only in Kerala and a few metro cities.

Finally, I was able to convince the team with my analysis and data on the serviceable market. In just 5 months, our Amazon sales reached 60% of the offline domestic sales.”

2️⃣ Idea Generation: The Innovators

Startups need new ideas to stay ahead. As a job seeker, being someone who can think outside the box and come up with new ideas is very valuable. If you are not someone who can think outside the box, the exposure that you are going to get will be limited, and eventually the growth will be limited as well.

Start-ups move on two things: investments and disruptive ideas. If it’s depending only on money, fuel will be over soon, and it will impact your career. But if every individual can come up with cost-effective or disruptive ideas and action items, start-ups attract more money, and it will help you in your career. So observe whether the start-up has enough idea generators and rational thinkers, or are you the one? Idea generators see opportunities where others see problems and can come up with creative solutions that keep the company moving forward.

Does it work? Learn from Instagram

Do you know how Instagram became a billion-dollar business? Just because of one idea generator. When Kevin Systrom and Mike Krieger were working on their startup, Burbn, it was initially a location-based check-in app.

Startup story: Burbn to Instagram — Burbn to Instagram

However, they noticed that users were more interested in sharing photos. One of their team members suggested focusing on the photo-sharing feature. This idea led to the creation of Instagram, which became a massive success and was later acquired by Facebook for $1 billion.

Are you an outside-the-box thinker? A start-up ecosystem is best for you. Because you can’t suggest an idea and get it done at a massive firm like Apple or Amazon.

How to Demonstrate Your Innovative Thinking During Interviews

Show your creativity and willingness to suggest new ideas. Talk about a time when you introduced a new concept that significantly helped your previous company or project.

For example, you might say, “In my previous job, I suggested a reverse psychology approach for email marketing: instead of saying we are good, we send mail with subject lines, we don’t have anything special for you, you don’t have to open this if you are busy, etc. And suddenly, our open rate became 40%. This not only increased our engagement rates but also made our users feel more connected to our brand, where we are genuine and transparent.”

3️⃣ “Will You Figure It Out?” Spirit: The Problem Solvers

Startups face many unexpected problems. Your KPIs may change frequently; out of the blue, the team may scrap a project and start a new project from scratch, which may require a new set of skills.

In simple words, a start-up is exactly like a mischievous child; it’s not easy to predict what he will do next. As a job seeker, having a “will figure it out” spirit means you don’t get discouraged by setbacks. Instead, you see these challenges as chances to find solutions and keep moving forward.

So, if you have that “Will Figure It Out” or “This Time Shall Pass” attitude, you are going to be noticed by the team, and people will find a leader in you. Your growth will be faster than you expect.

Does it work? Inspire from Slack

Take the story of Slack. The company was originally working on a game called Glitch, developed by Tiny Speck, a startup co-founded by Stewart Butterfield, Cal Henderson, Eric Costello, and Serguei Mourachov.

Despite their efforts, the game struggled to gain traction in the competitive gaming market. Instead of giving up, the team noticed that their internal communication tool, which they had built to collaborate on Glitch, was incredibly effective.

Recognising the potential of this tool, Butterfield and his team decided to change their business focus entirely. They repurposed their internal communication platform into a standalone product, which became Slack. Think about the team; all of a sudden, you are moving from gaming to SaaS. But the team had a different mindset that they would figure it out, and that helped them achieve the objective faster.

The new idea penetrated the market very quickly and disrupted workplace communication by offering a user-friendly interface, seamless integration with other software, and a way to organise conversations into channels.

Today, Slack is used by millions of users worldwide and was acquired by Salesforce for $27.7 billion, highlighting the power of determination and adaptability.

How to Demonstrate Your Problem-Solving Skills During Interviews

In interviews, talk about times when you faced big challenges but found ways to overcome them. Show how you solve problems and stay calm under pressure.

For example, you could say, “During a critical project, our main supplier suddenly shut down. I quickly found other local suppliers, negotiated terms, and I figured out an opprtunity with an upper-hand of negotitation, revamped our existing model of 2-3 suppliers to 24 small suppliers, and used a CRM dashboard to coordinate, and kept our production on schedule, saving the project and meeting our deadline.”

4️⃣ “I’ve Got It” Attitude: The Ownership Mindset

In large companies, it’s common to hear, “That’s not my department.” However, startups need a different approach. They grow when employees take ownership of problems, no matter their job title.

You might be a sales manager, but you should be willing to do a user survey, call customers, and close sales if a team member is on leave. As a manager, you may be required to do 50% of the work as a tele-caller and the rest 50% of supporting the team for their dependencies.

This adaptable “I’ve got it” attitude ensures that issues are handled quickly and efficiently, pushing the startup towards success.

Does it work? Read About Dropbox

Take Dropbox as an example. In the early days, Dropbox was a small team working on a new way to store files online. Arash Ferdowsi, the co-founder and CTO, noticed that the user interface (UI) was hard to use. Even though UI design wasn’t his main job, Arash decided to fix it himself.

Dropbox founders — Arash Ferdowsi on the right

He worked with the design team, learning about user experience and interface design. He spent many late nights testing different designs and getting feedback from early users. His hands-on approach and willingness to step out of his role made the UI much better.

This change made Dropbox more appealing to users, and the user base grew quickly. Arash’s “I’ve got it” attitude solved a big problem and set a good example for the team, encouraging everyone to take ownership of issues.

How to Demonstrate Your Ownership Attitude

In interviews, talk about times when you took initiative outside of your usual responsibilities.

For example, you might say, “In my last job, I saw that our project management tool was confusing the team. Even though it wasn’t my job, I researched better tools, organised meetings, and got feedback. I then helped implement a new tool that improved our workflow and made us more productive.”

This shows your commitment to the team’s success. You prove that you’re ready to tackle challenges and help the startup grow, no matter what your job title says.

In Nutshell

Joining a startup means becoming part of a dynamic and often unpredictable environment. By demonstrating optimism, generating innovative ideas, showing a “will figure it out” spirit, and having an “I’ve got it” attitude, you can stand out as a valuable asset to any super startup team. Remember, it’s not just about your skills and experience; it’s about how you approach challenges and contribute to the team’s success.

Additional Tips for Job Seekers

Showcase Communication Skills: While these qualities are crucial, don’t forget the basics. Good communication is key for any team.

Research the company: Understand the startup’s mission and values. Align your responses to show that you are a good cultural fit.

Be Ready to Adapt: Startups change rapidly. Show that you are flexible and open to evolving with the company.

By focusing on these qualities, you can increase your chances of landing a role in a super startup team and contributing to its success.

Are you still worried about uncertainties? Read more about the cognitive survival kits here.

Somatic Marker Hypothesis and Buying Behaviour

Have you ever heard the word “Somatic marker” before? Maybe No! But have you ever wondered why you choose one brand over another? Whether it’s picking a Samsung TV over a Xiaomi TV or reaching for Chocolate flavour instead of a Strawberry flavour, there’s something going on in our heads that influences our decisions.

Somatic Markers helps us making Decisions

Let’s dive into the fascinating world of our minds and explore how our brain creates somatic markers that shape our buying choices.

Connecting the Dots: Somatic Marker Hypothesis and Decision Making

Imagine you’re standing in the supermarket, eyeing two brands of cereal. They’re nearly identical in terms of ingredients and price, yet you feel a slight tug towards one. You can’t quite explain why, but you find yourself reaching for that particular box. This, in essence, is your somatic markers at work, subtly nudging your decision-making process.

Antonio Damasio, a renowned neuroscientist, proposed the somatic marker hypothesis. He suggested that our decisions aren’t just the result of rational thought, but are significantly influenced by emotional responses or “somatic markers” linked to our past experiences.

Somatic markers are like mental bookmarks or shortcuts that our brain creates based on past experiences of reward and punishment. They link together concepts, sensations, and emotions to guide us towards decisions that lead to the best outcome. For example, if you once burned your fingers touching a hot oven, your brain forms a somatic marker associating the concepts of “oven,” “hot,” and “pain.” This marker helps you avoid similar situations in the future. It’s active in virtually every choice we make.

Somatic Markers: The Invisible Puppeteers of Buying Behaviour

In the world of marketing, understanding consumer buying behavior is crucial. And here’s where the somatic marker hypothesis throws a curveball. Marketers have realized that they can no longer just focus on providing logical arguments about why their product is superior. They need to appeal to the somatic markers of their customers.

Let’s consider car sales. A marketer can talk all day about the technical specifications of a car – its mileage, horsepower, and safety features. But what if the customer had a past positive experience with a particular brand? That emotional memory, the somatic marker, might pull them towards that brand despite the logical arguments.

Let’s consider another example of shopping for a digital camera. With a sea of options, many of which have similar features, why do we tend to gravitate towards Japanese brands? our brain has formed new markers that link Japan with technological excellence. This association leads us to choose a Japanese camera, even if we can’t fully explain why.

Companies and advertisers are aware of the power of somatic markers, and they actively work to create them in our minds. Take TV commercials, for instance. Tires from different brands may seem identical, but you find yourself drawn to Michelin or MRF (Thanks to Sachin). This preference has little to do with the tires themselves. Instead, it’s the somatic markers carefully crafted by the brand.

Somatic Markers: Creating Emotional Landscapes in Marketing

Antonio Damasio’s somatic marker hypothesis has reshaped how we think about consumer decision-making processes. Businesses are now designing marketing strategies that don’t just engage the mind, but also the emotions. They strive to create positive emotional experiences that plant favorable somatic markers in the minds of consumers.

Take, for example, Coca Cola’s famous “Share a Coke” campaign. By personalizing each bottle with a name, Coca Cola didn’t just sell a beverage – they sold an experience. When a customer saw a Coke bottle with their name on it, they experienced a moment of delight that was likely to become a somatic marker, subtly influencing future buying decisions.

Advertisers can create somatic markers relatively easily and inexpensively. They aim to surprise and shock us by associating two seemingly unrelated elements. These shocking associations make a lasting impression on our brains, making the brand more memorable.

Consider the case of Andrex, a brand of British toilet paper that outsells its rival Kleenex in the United Kingdom. Both brands have similar quality and price, and they spend the same amount on TV ads. However, Andrex’s success can be attributed to its use of a small Labrador puppy as a mascot. The puppy becomes associated with growing families and toilet training, creating a rich set of conceptual links in consumers’ minds. When faced with a choice, consumers may “feel” that Andrex is somehow better, even without consciously recalling the ads.

Let’s Wrap it: Somatic Markers

Understanding the role of somatic markers in decision making opens up a new frontier in marketing. It’s not just about appealing to logic, but about creating emotional experiences that can guide buying behavior.

As we move forward, the companies that can effectively engage with the somatic markers of their customers will have a powerful tool at their disposal. And as consumers, being aware of our own somatic markers can help us understand the mysterious forces that often guide our decisions.

Remember, the next time you feel an inexplicable pull towards a product, you might just be experiencing your somatic markers at work. Happy shopping!

Fo reading more on Buying Behaviours, check here.

Mirror Neurons: How it Influences Buying Behavior

Have you ever heard this word “Mirror Neurons” before? This post is all about mirror neurons, the magical elements in our brain that make us mimic others, especially their buying behaviors.

Magic Brain Cells: Understanding Mirror Neurons

Mirror Neurons, burger example for explanation

Imagine you’re watching a movie. In the show, Sharukh Khan is biting into a huge, juicy burger. Even though it’s just a movie scene, you suddenly feel your mouth watering, don’t you? Why? It’s because of something super cool in your brain called mirror neurons. They’re like magical brain cells.

Think of them as your brain’s very own empathy conductors, always ready to mimic and reflect what’s happening around you.

In a nutshell, mirror neurons are a driving force behind how we perceive and interact with the world. And marketers, they’ve been smart about it. They know that by creating engaging and relatable experiences, they can tap into this ‘mirror’ mechanism of ours, influencing our decisions.

That’s why we have life-like mannequins in clothing stores, smiling faces in advertisements, or why tech companies make unboxing videos. It’s all about triggering those mirror neurons to say, “Hey, that could be me!”.

Monkey Brains & Mirror Neurons

Remember how Monkeys imitate you at zoo, or the story where a guy throwing stuff and monkeys repeating the same? It was an instance of mirror neurons at work.

Just like how monkeys imitate actions of their peers, humans too mirror each other’s buying patterns. Spot a pair of trendy earphones in a stranger’s ears, and our brains automatically trigger a desire to own those fancy accessories. Sounds familiar, doesn’t it? But it’s much more than a simple craving.

Earphone example to explain mirror neurons

Imagine a trip to the mall, a common activity for many of us. As you walk past the Gap’s window, a mannequin stylishly dressed in worn-in jeans and a summery white blouse captures your attention. It’s chic, appealing, and you suddenly think, “That could be me.” With the newly purchased outfit in hand, you stride out, feeling like you just bought an image, an attitude.

Let’s take another scenario: browsing Amazon as a bachelor. After watching the latest gadget with your favourite cricketer wearing it, you may walk out of the store owning it. You’ve just experienced what it feels like to be a rock star! (Only if you are a bachelor and have a decent pay check 😉 )

In both cases, the mirror neurons in our brains helped us imagine what it’d be like to step into different shoes, leading us to make purchases.

Monkey see, Monkey do: Mirror Neurons in Action

Let’s take a quick look at another study, the ‘Smiling Study’. As you’d guess, volunteers who interacted with a smiling agent reported a more positive (imaginary) experience and were more likely to continue patronizing the company. In other words, a simple smile can greatly influence our shopping decisions.

This ‘monkey see, monkey do’ phenomenon also translates into the online world. For instance, the massive popularity of ‘unboxing’ videos on YouTube demonstrates how we derive pleasure from watching others open new products. Mirror neurons? Quite possibly.

Ever noticed a product you initially disliked become increasingly appealing after seeing it everywhere? In my case, it’s Nothing phone, I found it so creepy but later I start loving it. This transformation from ‘hideous’ to ‘must-have’ is another example of how our buying behavior can be influenced by repetition and imitation. Be it fashion trends or the latest electronics, we aspire to own what we see around us.

However, our mirror neurons are not working alone in this. They often collaborate with dopamine, the pleasure chemical in our brain. When you see something enticing, like a shiny Iphone or diamond earrings, a dopamine rush gives you a short-lived high. In just 2.5 seconds, you make the buying decision. As the dopamine recedes, you might start questioning your purchase.

Does shopping make us happier? Scientifically, yes, albeit temporarily. This happiness can be attributed to dopamine, causing a burst of good feeling that fuels our instinct to keep shopping. It’s our emotional brain wanting to max out the credit card, even as our logical brain advises caution.

Conclusion: Mirror Neurons

In conclusion, our purchasing decisions are significantly influenced by mirror neurons and dopamine. This is where Marketing becomes Neuromarketing. Read more about Neuromarketing here with case studies.

So the next time you feel an urge to buy something just by seeing someone else enjoy it, remember your tiny friends, the mirror neurons, are at play. And it’s not just about buying stuff, these neurons help us connect, understand, and empathize with others. Truly, a marvel of the human brain!

Neuromarketing: New Wave in Marketing Strategies

Ever wondered how your brain secretly influences your buying decisions? Get ready to explore the fascinating intersection of neuroscience and marketing aka neuromarketing.

Here we’ll dive into real-life case studies that demonstrate how companies harnessed the power of neuroscience to achieve remarkable results. Prepare to be inspired as we uncover key learnings that you can apply to your own business and marketing endeavors.

Understanding Voter Behavior and Response to Ads

The marriage between neuroscience and politics was inevitable. Tom Freedman, a strategist and senior advisor to the Clinton administration, founded FKF Applied Research—a company dedicated to studying decision-making processes.

American president campaign 2004 and the imapct of fear in it, studies from Neuromarketing — Credits: akhilpillai.com

In the run-up to the 2004 Bush-Kerry presidential campaign, FKF used fMRI (Functional magnetic resonance imaging) scanning to analyze public responses to campaign commercials. The results were intriguing, showing that ads triggering fear, such as those evoking the September 11 attacks, had a significant impact on voters. Democrats and Republicans even showed distinct patterns of brain activity, shedding light on the role of fear in political advertising.

These findings revolutionized our understanding of how campaigns can sway public opinion by targeting the deepest recesses of the human mind. The relation between neuroscience and politics has forever transformed the landscape of election strategies. It challenges the traditional surveys and ushering in an era of data-driven decision-making. In India, the best example is 2013 NDA’s Election campaign.

So, whether you’re a political strategist, marketer, or simply a curious observer, remember that the human mind holds extraordinary power. Neuromarketing continues to illuminate the campaigns that resonate deeply with our target audience.

Let’s embrace this knowledge, driving positive change through a deeper understanding of the intricate connections between our brains and the world of politics.

Let me share some more examples.

Using Neuromarketing to Capture Audience Attention

Even Hollywood has embraced neuroscience. Stanford University’s Steve Quartz studied how viewers’ brains responded to movie trailers months before release.

By identifying what appeals to the brain’s reward center, studios can create captivating and provocative trailers. This understanding extends to shaping movie endings based on the audience’s neural preferences. Get ready for a future where films are tailored to captivate us on a deeper level.

Exploring Truth through Neuroimaging

Neuroimaging has even made its way into law enforcement. The No Lie MRI, developed by a California entrepreneur, puts a neuroimaging spin on lie detection. The assumption is that lying requires cognitive effort, triggering increased blood flow to the brain. The U.S. Pentagon is also exploring MRI-based lie detection programs, further highlighting the potential applications of neuroscience in criminal justice and military settings.

Unveiling the Subconscious Triggers of Consumer Preference

In 2002, Daimler-Chrysler’s research center used fMRI(Functional magnetic resonance imaging) to study consumers’ responses to different car models. Interestingly, when participants viewed the Mini Cooper, a region of their brains associated with processing faces was activated. This revealed that the Mini Cooper resonated as an adorable face, triggering a positive emotional response. Understanding these subconscious triggers can inform marketing strategies that tap into consumers’ emotional connections with a brand.

Identifying Rewarding Stimuli with Neuromarketing

poster showing Babies' faces have a powerful effect on our brains, Studies from Neuromarketing — Credits: akhilpillai.com

Babies’ faces have a powerful effect on our brains, and this phenomenon extends to marketing. A study at the University of Oxford revealed that adult participants showed an early and distinct response to infant faces, indicating activation of the medial orbitofrontal cortex—an area associated with detecting rewarding stimuli. This knowledge can be leveraged to evoke positive emotions and create impactful marketing campaigns.

With Neuroscience, Neuromarketing is the future of Marketing I believe. This is an introductory post as a part of series that I continue on Marketing Psychology.

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