Selfish, Scared and Stupid

Appealing to humans' basic instincts to increase influence, buy-in and results
 
Survival of the species comes down to three basic instincts, say behavioural research strategists Dan Gregory and Kieran Flanagan--fear, self-interest and simplicity. These basic human behaviours come into play in all types of relationships, including those between businesses and customers. Selfish, Scared and Stupid: Stop fighting human nature and increase your performance, engagement and influence, demystifies these behaviours and examines the psychology behind why even the best ideas sometimes fail.
 
This book helps businesses design their organisations for reality rather than perfection, and also offers strategies to head off unprecedented levels of disengagement within, and outside, the business. It answers baffling questions around why the public sometimes fails to engage despite overwhelming data suggesting otherwise, why so many new products end up on clearance shelves and why so many great salespeople often fall short of their monthly targets.
* Learn how the survival of the species plays into business, including delusionary realities and the reasons ideas can fail
* Discover how to offer customers strategic rewards, thereby making the buying process more attractive to selfish natures
* Examine the link between fear and the unknown, including strategies for quelling fears and turning them into action
* Learn to use a simple mindset to create low-involvement products, helping appeal to instinct and making products hard to resist
 
This provocative book is built on the idea that businesses must return to a more human engagement methodology in order to succeed. It is an informative read for anyone interested in improving influence, growing business reach, improving sales figures or understanding the complexities of human behaviour.

List of contents

About the authors xi

Acknowledgements xiii

Introduction xv

Part I: We are all selfish, scared and stupid

1 A matter of survival 3

2 The Happy Delusion 17

3 Why failure happens 31

Part II: Think selfish

4 Tell me WIIFM 51

5 Offer a reward 67

6 Make it enjoyable 81

Part III: Think scared

7 Flip the fear 97

8 Link it to the known 111

9 Show them they're not alone 125

Part IV: Think stupid

10 Make it simple 139

11 Make it easy (lazy) 155

12 Make it hard not to 169

Selfish, scared and stupid in the real world 183

The Impossible Institute(TM) 189

Index 191

About the author

Dan Gregory and Kieran Flanagan are behavioural researchers and strategists and the founders of innovation and engagement think-tank, The Impossible Institute?. Dan can also be seen on ABC TV's Gruen Planet.

Summary

Appealing to humans' basic instincts to increase influence, buy-in and results

Survival of the species comes down to three basic instincts, say behavioural research strategists Dan Gregory and Kieran Flanagan--fear, self-interest and simplicity. These basic human behaviours come into play in all types of relationships, including those between businesses and customers. Selfish, Scared and Stupid: Stop fighting human nature and increase your performance, engagement and influence, demystifies these behaviours and examines the psychology behind why even the best ideas sometimes fail.

This book helps businesses design their organisations for reality rather than perfection, and also offers strategies to head off unprecedented levels of disengagement within, and outside, the business. It answers baffling questions around why the public sometimes fails to engage despite overwhelming data suggesting otherwise, why so many new products end up on clearance shelves and why so many great salespeople often fall short of their monthly targets.
* Learn how the survival of the species plays into business, including delusionary realities and the reasons ideas can fail
* Discover how to offer customers strategic rewards, thereby making the buying process more attractive to selfish natures
* Examine the link between fear and the unknown, including strategies for quelling fears and turning them into action
* Learn to use a simple mindset to create low-involvement products, helping appeal to instinct and making products hard to resist

This provocative book is built on the idea that businesses must return to a more human engagement methodology in order to succeed. It is an informative read for anyone interested in improving influence, growing business reach, improving sales figures or understanding the complexities of human behaviour.

Report

SSS is a triumph, a great read, stunning insights and the title hadme laughing at myself and learning at the same time. It makes mewant to be a better man--generous, courageous andintelligent!
--Matt Church, Founder of Though Leaders Global and author ofAmplifiers
 
How refreshing to have a book that cuts through the myths andhype and gets to the heart of human behaviour and the realities ofwhy we do what we do. Dan and Kieran share a rare quality of notonly being brilliant researchers and strategists, but also beingable to translate what they do into what we need to know. And theydo it with such a fabulous sense of wit and humour that you can'thelp but turn the page. This book will change how you viewbehaviour, business, leadership and even society, forever.
--Megan Dalla-Camina, Strategist and author of Getting RealAbout Having It All
 
Clever, rigorous and refreshingly real--this fad-free bookshows modern-day realists how to unlock real results.
--Dr Jason Fox, Motivational Scientist and author of TheGame Changer
 
Finally someone has the guts to tell the truth! This bookwill blow your mind and not allow you to look at the world thesame. By removing your blinders it will save you time and help youget what you want.
--Dr Adam Fraser, Human Performance Researcher and author ofThe Third Space
 
As business leaders we think we know but Dan and Kieranreally know what makes buyers do what they do. Buy this book tofind out how to get them to buy more.
--Jeffrey Hayzlett, Primetime TV Show Host, best-selling authorand sometime cowboy
 
Clever, funny, thoughtful and passionate about success ... thebook is too.
--Russell Howcroft, Executive General Manager, Network Ten
 
I deeply resent Dan and Kieran's hilariously blunt insightsinto my human failings--or at least I would--if the opportunity toprofit from them wasn't so genuine and compelling. Steel-toedhonesty coupled with brilliant original perspectives: Whether yourfocus is business or philanthropy, this is a book for people whohave the courage to understand themselves in order to change theworld.
--Bradley Trevor Greive AM, New York Times best-sellingauthor
 
Dan and Kieran's latest book combines the art of engagingreadability with the science of killing sacred cows. This book cutsthrough the clutter and the rah rah and creates a new paradigm ofunderstanding human nature, which is essential to createorganisations and brands well positioned for a future that isn'tjust about hype, but about depth and meaning. Hoover itnow!
--Anders Sorman-Nilsson, Futurist and Founder of the thinktank--Thinque

Product details

• Authors: K Flanagan, Kiera Flanagan, Kieran Flanagan, Kieran Gregory Flanagan, Dan Gregory
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 09.12.2014
• EAN: 9780730312789
• ISBN: 978-0-7303-1278-9
• No. of pages: 224
• Subjects: Guides > Law, job, finance; Social sciences, law, business > Business > Management; Management, Wirtschaft, Wirtschaftspsychologie, Business & management, Wirtschaft u. Management, Capability & Resource Management, Talent- u. Ressourcenmanagement