Finding inspiration from those that are the best at what they do is something I really do enjoy. It’s amazing that those out there that are truly passionate about what they do and can articulate it with ease and flair will forever be relevant.
Bruce Lee is one of those people. Here is a great roundup of some videos and quotes from a one of the best critical thinker, philosopher, fighter, and inspirational person of the last century. I believe wisdom from any art can be adapted to your advantage…
I saw this story here about a scented billboard that gives off the smell of BBQ steak in Mooresville, NC. (see video below). While smells in the market place is nothing new–Subway, Caribou Coffee, and McDonald’s are some of the big names that spend time and effort nailing down the perfect smell. What is new is creating a sense of smell with the intent of changing your purchase habits.
First, I’m not sure how excited I would be about a world filled with smells enticing me to try something new. Granted each establishment has it’s own smell but just imagine driving down the highway and each half mile or so being inundated with a different smell. This would get annoying fast.
I would argue that we are in a modern Renaissance period. Often times the people who live during these leaps forward fail to recognize it as they live it. I’ve been reading the book the Mind of the Market by Michael Shermer and one of the things he mentions in the book is it took roughly 99,000 years for us to grow from bands of 10-100 people to empires of 100,000 to over a millions of people. From 1900 – 2000 there was a giant leap in technology, manufacturing, and general growth of knowledge. In this last leap the amount of information, production, and learning has grown but I believe we are losing something in the process.
In this study they found that the middle frequency of sound produced this result, although they still did not know why. But they did speculate:
They ventured that perhaps the sound bears a resemblance to a former predator in mankind’s remote past, one that we’ve forgotten on a conscious level but not innately. They pointed to the fact that the sound is similar to the warning call of a macaque monkey. Ultimately, we still don’t know why the sound has the effect it does.
The answer came to me like a blinding flash. I was eating something at a picnic and I dropped it on the ground. I wiped it off and continued eating. (Oh, you do *SO* do it too!)
As I was chewing, suddenly I heard SKKKKEEEEEERRRCH!!!!! …as I bit down hard on a tiny stone. I think every single hair on my body stood on end, and my jaws froze instantly.
THAT’S IT! Fingernails-on-blackboard: it sounds exactly like the destruction of tooth enamel. We’re instinctively programmed to respond instantly. Of course! It’s so sensible and obvious. Every little kid knows it. I remember many incidents from my own childhood. Why didn’t we adults ever realize? The scraping of fingers on a blackboard is the classic, high-frequency violin-like waveform of hard dry surfaces moving with chaotic stick/slip motion. And that could very well be why our instincts are programmed to repond to it so strongly.
It’s the sound of body damage; but it’s a particular type of body damage for which there is no pain …yet no healing.
I like the second one.
A few questions I wanted to ask…
How can you tap into these types of feelings to connect with people? For instance, let’s say you are a stylist or a consultant for men who need help with style. What type of ancient emotions can you design into your sales copy that will not make us cringe but make us want to buy?
Since I agree with the teeth hypothesis how can you use the ‘no healing’ instinct to connect with people in your target market?
Yes, I know kind of out there but I like to stretch my mind at times.