Riding The Wave

RIDING THE WAVE OF HUMAN ROBOTS Understanding human software

WE ARE ALL ROBOTS
DNA is the blueprint of human robot
DNA BUILDS SURVIVAL ROBOTS TO PRODUCE MORE DNA

WE ARE ALL ROBOTS
This is DNA’s survival robot
DNA STAYS INSIDE IT. ROBOT REPRODUCES, DNA SURVIVES

WE ARE ALL ROBOTS
Robot has to survive to reproduce
DNA BUILDS THE TOOLS TO ENABLE BODILY SURVIVAL

WE ARE ALL ROBOTS
Brain is configured for survival
BRAIN CONTAINS HUMAN SOFTWARE, IT HAS BUILT IN PROGRAMS FOR SURVIVAL JUST LIKE ANY OTHER ANIMAL

SURVIVAL PROGRAMS
How They Work ? This is the circuit !
SET VALUE imprinted by experience (to be flexible in unpredictable environment ) Desired survival action (BUILT-IN) Examples : Bond with a mother figure Accept Approach Fight Flee Outside variable Measured by sensors Outside variable evaluated against set value Act accordingly in case of variance or compatibility Built-in responses world outside

SURVIVAL PROGRAMS
Human Software’s survival programs are imprinted (programmed) to adapt itself outside environment
Bio Survival circuit
Imprinted in infancy, first activated when a human being is born
Emotional / territorial circuit
Imprinted in the toddling stage
Symbolic circuit
Imprinted by human artifacts and symbol systems
Socio-sexual circuit
Imprinted by the first orgasm-mating experiences and tribal “morals”

CIRCUIT COMPARISON
Freud, Leary, Jung and Sagan
- - Phallic Socio-Sexual Social Civilized Left neo-cortex IV Human Reason Latency Semantic Paleolithic Conceptual Left cortex III Mammal Feeling Anal Emo-Territorial Mammalian Emotional Thalamus II Reptile Sensation Oral Biosurvival Invertebrate Physical Limbic I Sagan Jung Freud Leary Other Psychologies Comparison Reality Intelligence Imprint Sites Circuit

IMPRINTING TIMELINE
Stages of program activation & imprinting
Bio-survival circuit (oral,sensation,reptile,old brain)
Newborn baby, infancy The imprinting of this circuit sets up the basic attitude of trust or suspicion which will last for life - Smell - Color - Touch sensation - Taste approach/accept vs. flight/flee importance for marketers : You can’t go against bio-survival imprints

IMPRINTING TIMELINE
Emotional / Territorial circuit (anal,feeling)
Concerned with emotions, domination and submission strategies, territory etc. The first imprint on this circuit identifies the stimuli which will automatically trigger dominant , aggressive behavior or submissive , co-operative behavior. Imprinted in the toddling stage dominant / submissive importance for marketers : Find out what could be the defining imprint of your target group

IMPRINTING TIMELINE
Symbolic circuit (latency,reason)
Imprinted when the child learns to speak, uses tools etc. Concerned with handling the environment, invention, calculation prediction, building a “map” of the universe etc. It is associated with physical dexterity, language skills, symbols importance for marketers : Find out what could be the defining symbolic,language imprints of your target group

IMPRINTING TIMELINE
Socio-sexual circuit (phallic)
Concerned with sexual pleasure, (instead of sexual reproduction) local definitions of “moral” and “immoral”, reproduction, nurture of the young etc. This circuit is basically concerned with operating within social networks and the transmission of culture across time. importance for marketers : Find out which tribal morals & individual imprints exist in target group

IMPRINTING TIMELINE
Adulthood
85% of the time adult human being acts under the control of hir imprints
Individual imprints can vary according to “accidents”
Transmission of culture works to minimize “accidents”

IMPORTANCE FOR MARKETING
A marketing campaign should be in line with the robotic responses
Set value gives constant alarm against measured variables Bio survival circuit Example : One of the possible results compensate by eating, especially sweet things to feel better for a while Bio-survival anxiety Product development & Marketing Message focused on anxiety, security Response to the perceived “variance”

Each circuit needs an anchor to stabilize “variance”, lack of an anchor creates marketing opportunities
Eg. Bio Survival circuit
ANCHOR : degree of confidence earned and maintained to assure physical survival
Focus on the lack of confidence with your marketing campaign for the individuals without an anchor

Sufficient number of similar imprints make
up a segment to serve
Dominant behavior imprint for males Seeking power Needs adrenaline, attacking the “other” Focus on masculinity, status give him the symbols of power a fast car with a loud engine Emotional / territorial circuit Power seeking male, dominant behavior

THINGS TO CONSIDER
There are many interactions between circuits
dominant behavior Circuit two high anxiety level Circuit one oppressive tribal morals Circuit four verbal skills Circuit three Conservative politician Keep in mind that each circuit will react to your brand with its particular imprint

THINGS TO CONSIDER
Study the possible individual imprints as well as the culture of the society
Tribal morality & Code of conduct Individual imprints “ accidents” if there is a conflict, focus on it to empower the target group you serve

THINGS TO CONSIDER
Focus on the fundamentals when you differentiate your brand
Your competitors can be a part of imprints as well Don’t try to change people’s minds. Differentitate yourself and stay away from direct competition At the same time focus on a fundamental circuit If your competitor has an undisputed dominance in a certain area

For more information please visit :
www.psymarketing.blogspot.com
THANK YOU

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Riding The Wave

by Burak Babacan on Nov 30, 2009

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