From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
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An iceberg of decision-drivers
From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
An iceberg of decision-drivers
- Let's talk about home delivery pizzas for a second. People will easily reveal the tip of the iceberg. What they like, want, or need. They'll say, "Tonight, I would like a thin crust pizza. "I want extra cheese and garlic. "I need food, I'm hungry." But guess what? Their pain, which is the anxiety of not knowing when their pizza will arrive is a better predictor in the end of what they will decide than their wants. In fact, we've developed a visual to explain this concept. It's called the Iceberg of Decision Drivers. At the top of the iceberg you have like, wants and needs. These are the realm of the rational brain, and these are really conscious processes. But further down below, we have pain and fear. These are the realm of the primal brain and its unconscious processes, and that's why Dominoes is not in the pizza business. They have developed a whole organization whose main purpose is to eliminate the anxiety of not…
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