The Neuroscience of Disruption

(C) NeuroPower Group Pty Ltd www.neuropowergroup.com
Disrupting your industry...
Peter Burow
Executive Chairman and Author, NeuroPower Group
before it disrupts you
neuroscience and client behaviour

KEY TAKEAWAYS FROM
TODAY’S SESSION
y
1
2
3
How the brain’s two systems
(the elephant and rider) drive
strange client behaviours
Five proven ways to
disrupt a mature industry
by charming the elephant
Your questions, comments,
observations and theories

BIG IDEA # 1 -
THERE ARE TWO SYSTEMS
IN YOUR BRAIN
emotional
rational

Getting inside your
client’s brain
(Neuroscience 101)
Marketers often assume that the
rider controls the elephant....
the emotionalbrain
the rational
brain

BUT THAT’S REALLY NOT THE CASE ...

There are many different parts of the business model
that may irritate your client’s elephant

(C) NeuroPower Group Pty Ltd www.neuropowergroup.com(C) NeuroPower Group Pty Ltd www.neuropowergroup.com

Elephants love
technology because
it makes everything
so much faster,
cheaper and easier.

BIG IDEA # 2 - WHENEVER WE CAN,
OUR BRAINS GO ONTO ‘SCREENSAVER’
WE’LL DO WHAT WE’VE
ALWAYS DONE...
UNTIL THERE’S A
PROBLEM...
OR A BETTER DEAL

So let’s look at
five proven ways
to disrupt a
mature industry,
by charming your
client’s elephant

PEANUT # 1 - CREATE CERTAINTY
THE SAFER BET

YOUR ELEPHANT’S FIRST
JOB IS TO KEEP YOU SAFE

THE RARER THE PURCHASE, THE MORE LIKELY YOUR CLIENTS’
ELEPHANTS WILL BE ASSESSING YOU FOR ‘TRUST’
HOW DO YOU
MAKE THEIR
ELEPHANTS
FEEL CONFIDENT
THAT YOU ARE A
SAFE BET?

> User ratings on drivers
> Details of the car/plate
> GPS tracking

Try it for free
One-day passes
> GPS tracking

Try it for free
One-day passes
Excerpts and samples
> GPS tracking

** BRAND TRUST IS
TRANSFERABLE!

You can build trust
faster by leveraging
these markers of
‘trustworthiness’
1. Scale
2. Recommendations
(Social proof)
3. Brand
4. Guarantee
5. Regulation/Standards
PEANUT # 1 - CERTAINTY
THE SAFER BET

PEANUT # 2 EXPRESSION/EMOTION
MORE PLEASURE,
LESS PAIN
(C) Neuro Power Pty Ltd www.neuropowergroup.com

(C) NeuroPower Group Pty Ltd www.neuropowergroup.com(C) Neuro Power Pty Ltd www.neuropowergroup.com
ELEPHANTS EXPERIENCE
INSTANTANEOUS AND
POWERFUL EMOTIONS

DISRUPTORS DON’T WIN CLIENTS....
CURRENT MARKET LEADERS LOSE THEM
INCONSISTENCIES » CONFUSION
INCOMPETENT STAFF » ANGER
TIME-WASTING » FRUSTRATION
.... ETC.
EXTRA EFFORT » RESENTMENT

Catching a cab (if you can)
ýý hard to hail/order
ýý you never know when they’ll arrive - or if they’ll take you
ýý hard to know how much it will cost - or if they’ll rip you off
ýý quality and comfort are unreliable
ýý payment slows you down - right when you’re ready to hurry

Catching a cab (if you can)
ýý hard to hail /order
ýý you never know when they’ll arrive - or if they’ll take you
ýý hard to know how much it will cost - or if they’ll rip you off
ýý quality and comfort are unreliable
ýý payment slows you down - right when you’re ready to hurry

ýý Have to plan ahead
ýý Forced to choose
ýý Need a dedicated piece of equipment
ýý Limited play time without changing
record > tape > CD > ........
Streaming killed the record store...

ýý Have to plan ahead
ýý Forced to choose
ýý Need a dedicated piece of equipment
ýý Limited play time without changing
record > tape > CD > ........
þþ On-demand
þþ Millions of songs
þþ With you wherever you go (smartphone)
þþ Set and forget
Streaming killed the record store...

One-tap ride
Reliable pick-ups
Clear pricing
Cashless payments
A radio tailored for
you that never plays
a bad song
1000s of books with none
of the weight

Reduce pain for your
clients by focusing on:
1. Time (including number of steps)
2. Complexity of decisions
3. Unpleasant environments
4. Inconveniences
5. Painful surprises
PEANUT # 2 - EXPRESSION AND EMOTION
MORE PLEASURE,
LESS PAIN

PEANUT #3- LEADING THE PACK
STATUS
MATTERS!

(C) NeuroPower Group Pty Ltd www.neuropowergroup.com(C) Neuro Power Pty Ltd www.neuropowergroup.com(C) Neuro Power Pty Ltd www.neuropowergroup.com
ELEPHANTS COMPETE
THE BRAIN LOVES:
• ACHIEVEMENT
• RECOGNITION
• PRESTIGE

How do you help your
clients win?
(and feel like they are winners)

Tip #1

Become
part of the
‘inner circle’
with just 15
successful
referrals!

Tip #2

> Uber: Everyone’s
private driver
> Uber-vangelists
What’s Oprah reading
this week?

1. Association (ie. bragging rights)
2. Rewards
3. Recognition
4. Gamification
5. Exclusive benefits
PEANUT # 3 - LEADING THE PACK
STATUS
MATTERS
You can help your
clients feel the
neurochemicals of status by:

PEANUT #4 - CONNECTION
LOVE MEANS
FORGIVENESS

ELEPHANTS LOVE BEING IN LOVE
WHAT MAKES
YOUR OFFERING
LOVABLE?

THE ‘APPLE
ROMANCE’

EMIRATES: SPEAKING THE PASSENGER’S
LANGUAGE (WHATEVER THAT IS)

CATS DELIVERED ON DEMAND?

THE
IMPACT OF
OXYTOCIN
LESS CRITICISM
HIGHER TOLERANCE
HIGHER FORGIVENESS
LESS PRICE SENSITIVITY

You can build deeper
connections with your
clients through
1. Humanisation
(e.g. photos, profiles, etc.)
2. Personalisation
(i.e. preferences and tailoring)
3. Community
4. Causes
5. Communication
PEANUT # 4 - INTERPERSONAL CONNECTION
LOVE MEANS
FORGIVENESS

PEANUT # 5 - CLARITY
CUTTING THROUGH
THE CONFUSION

EMPHASISE EVERYTHING AND YOU
EMPHASISE NOTHING

SINGLE
IMAGE
PRICING
USE CLIENT DATA TO
MAXIMISE MARGINS,
WHILE KEEPING IT SIMPLE
FOR THE ELEPHANT
DEMOGRAPHIC
SOCIOECONOMIC
GEOGRAPHIC
PAST PURCHASE
EVENT-DRIVEN
How much money are you
leaving on the table because
you don’t know enough about
your clients?

You can become
the authority by
eliminating confusion
(and inefficiencies) in
1. Product
2. Pricing
3. Payment
4. Delivery
5. Processes
PEANUT # 5 - CLARITY
CUTTING THROUGH
THE CONFUSION

FIVE PEANUTS AND YOU HAVE AN ELEPHANT
STAMPEDE!
1. Being a
safer bet
(Certainty)
(Delight)
(Prestige)
(Connection)
(Clarity)
2. Addressing key
pain points
3. Building the
client’s status
5. Cutting
through the
confusion
4. Building a deeper
relationship

y
1
2
3
How the brain’s two systems
(the elephant and rider) drive
strange client behaviours
Five proven ways to
disrupt a mature industry
by charming the elephant
Your questions, comments,
observations and theories
IN THE LAST 15
MINUTES:

NOW IT’S OVER TO YOU
QUESTIONS?PETER.BUROW@NEUROPOWERGROUP.COM

The Neuroscience of Disruption

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