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The Customer Is Always Right. Sort Of.

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11.06.2021

They’re telling you something your competitors aren’t listening to. Not with their words.

Everyone knows the old adage, “The customer is always right.” This statement, more recently used by only customers (and really, really old marketers) still holds some truth to it to this day, but it’s not what you think.

Customers only ever use this line when something goes wrong. And it’s too late at that point. Exit marketing, enter PR and damage control. If you swap out your traditional marketer’s lens to a behavioural economics lens, all of a sudden your customers don’t shut up. They tell you everything you could need to bolster your marketing function and more.

Our brains have three main layers – the lizard layer, the mammalian layer and the higher-primate layer because we’ve evolved from lizards to mammals to primates. However, the older the layer, the stronger the control it has on your basic physiology.

The reptilian brain, the mammalian brain and the higher-primate layer

The primordial lizard in you succumbs to hunger, fear, aggression among other basic instincts but lizards aren’t social creatures – no, that bucket of piss starts with the mammalian layer of the brain.

Mammals exhibit social behaviour – that’s one of the characteristics that define mammals other than fur and tits. To evolve social behaviour, the animal needs to have a feedback mechanism to understand if what they’re doing is socially acceptable or not and that’s where it........

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