Emotionomics epub Þ Leveraging Emotions for Business Success read ☆ dan hill

book Emotionomics

Emotionomics epub Þ Leveraging Emotions for Business Success read ☆ dan hill ¸ [Download] ➶ Emotionomics: Leveraging Emotions for Business Success By Dan Hill – Dcmdirect.co.uk 'I believe that 'emotion' is where it's at'Tom Peters For far too long emotions have been ignored inS 'I believe that 'emotion' is where it's at'Tom Peters For far too long emotions have been ignored in favour of rationality and efficiency but breakthroughs in brain science have revealed that people are primarily emotional decision makers Many companies have not yet accepted that fact much less acted on it In this fully revised editionEmotionomics will help you to understand emotions in terms of business opportunities both in the marketplace and in the workplace In today's highly competitive marketplace where many products look alike it is the emotional benefit that can make the difference At the same time companies with engaged productive work forces will undoubtedly achieve competitive advantage Dan Hill's book draws on insights gathered through facial coding the single best viable means of measuring and managing the emotional response of customers and employees to help you to leverage emotions for business success in terms of branding product design advertising sales customer satisfaction leadership and employee management Emotions matter and Emotionomics will help you to step closer to customers and employees but step ahead of your competito I read the first edition of this book and believed it did an excellent job of bringing many of the theories about emotional engagement into a simple and easy to understand summary Examples are very good especially those that link motivations and emotions together This second edition is a little shorter version of the original book with some re ordering of content that actually makes the book a better read

Dan Hill Ä Emotionomics: Leveraging Emotions for Business Success doc

'I believe that 'emotion' is where it's at'Tom Peters For far too long emotions have been ignored in favour of rationality and efficiency but breakthroughs in brain science have revealed that people are primarily emotional decision makers Many companies have not yet accepted that fact much less acted on it In this fully revised editionEmotionomics will help you to understand emotions in terms of business opportunities both in the marketplace and in the workplace In today's highly competitive marketplace where many products look alike it is the emotional benefit that can make the difference At the same time companies with engaged productive work forces will undoubtedly achieve competitive advantage Dan Hill's book draws on insights gathered through facial coding the single best viable means of measuring and managing the emotional response of customers and employees to help you to leverage emotions for business success in terms of branding product design advertising sales customer satisfaction leadership and employee management Emotions matter and Emotionomics will help you to step closer to customers and employees but step ahead of your competitors This is a thought provoking book It helps us to understand that there is a hidden truth behind people's answers Whether in the consumer world at home or in the workplace It seems that Dan Hill has made a success by helping advertisers discern truth from appearance His conclusion is that emotions trump logic most every time He explains that we don't spend enough time addressing the emotion impact of our communicationsHill's company does what is known as facial coding Facial coding has been around a lot longer than verbal language We communicate with one another continuously at subtle levels we are generally unaware of By studying facial responses to inputs you can find out about how the emotions are truly processing For example somebody may say that they like a certain ad but emotionally they don't trust the characters in the ad and therefore don't trust the brand and won't buyI learned about facial coding in my litigation career as well as in my study of neuro linguistic programming It is often difficult to do in a one on one context as the information is moving so fast Hill's business Sensory Logic is able to record facial expressions and then through computer algorithms is able to provide emotional data For the rest of this book summary I will share what I feel are uniue insights in the book It is one of those books I encourage everyone to read1 Watch out for feature itis Defined by Hill as a company's tendency to over think and over execute the design of a product service or experience by including too many extraneous features2 Message itis A company's tendency to persuade consumers employees by loading up its advertising with extra rationally oriented messages that over complicate the execution3 On emotion Generating an emotional response in a target market that's important to support one's business goal Being on emotion is at least as important as being on message or on strategy both of which fail to engage the heart and win people over4 Hill tells us that we can avoid the commodity trap by being able to differentiate what a product or service does for consumers on a sensory emotional level driven at times by superior functionality5 Emotion drives reason than reason drives emotion Science shows that we react to inputs emotionally as uickly as we do logically We can tell somebody how great our company is but if we don't make them feel good about our company we lose the battle Visual imagery and other non verbal forms of communication predominate6 People feel pain from loss than pleasure from profit The result is loss aversion behavior for people will take risks to avoid losses than they will to realize gains The example of this shows up in sales Once the sales person generates a decent living for themselves business owners have a difficult time getting them to increase their sales by changing or enhancing their sales strategies Their fear of losing the comfort zone is much greater than the desire to succeed further The Facial Action Coding System designed by psychologist Dr Ekman identifies seven core emotions surprise fear anger sadness disgust contempt and happiness Interestingly happiness can be divided between true smiles and social smiles the latter which may indicate deceitNote This is something we learned to discern in trial work When you first depose or examine a witness you get them to agree to some neutral statements so you can see how their body language reacts when they are being truthful Then when you push them with hard uestions you can pay attention to how their body language changes What direction their eyes go in whether their nostrils constrict whether they breathe faster or harder Whether they become flush fidgety or their Adam's apple starts moving; I've even seen witnesses who wiggle their ears when they're lying7 The track record suggests that people tend to say they like something than their actual feelings merit This should be a scary statement for management and their employee satisfaction surveys What if you monitored the employees using the FACS process when they filled out the survey? what results would you get then? According to some large studies done by Hill when survey ratings were positive people were in fact positive only 74% of the time8 Forget about changing beliefs This is such an uphill struggle that Hill recommends advertisers avoid it I can tell you that if it's true for advertisers it's true for managers as well Remember the psychiatrist joke How many psychiatrists does it take to change a light bulb? Answer Only one but they have to really want to change9 American citizens most endorse achieving success hard work achievement and self reliance In contrast East Asians focus on self discipline a respect for learning fulfilling obligations and helping others Hill also shows how there are enormous discrepancies not just between cultures but sexes as well10 The older we get the emotional visual and subjective appeal to our rich networks of memories and associations11 Hill talks about the importance of stories told by robust personalities This is a theme I hear repeatedly in the world of marketing In the advent of YouTube a well spoken presentation by a business leader can go a long way to establishing the brand of the company This means when recruiting we should have our well spoken long term employees tell great stories about working for the company We can also sprinkle in some new employee experiences as well Nothing beats a great 3 minute YouTube video from the heart12 Brands are for tribes Callaway is marketing its clubs to one tribe Victoria's Secret is marketing to another Savvy advertisers and marketers know the importance of creating and marketing toward a tribe What does the tribe known as your workforce represent? What's its brand? What's the commonality that creates an emotional bonding they can rally around?13 Communicate with people using all of their senses14 Make people feel like they've somehow won15 Create a story like experience What story like experience can you create for your company? Zappos Google Southwest Costco and other well known brands have done a great job of creating a great story or brand about themselves So have many companies you've likely never heard of If I walked into your office would I know what your story or brand is? If I asked that of any of your managers or employees what would they tell me in response?16 Watching that something entirely new or overly complex creates extra mental work This is especially true in change management Change can only happen one step at a time Chunk it down to make it less onerous and allow yourself to produce a continuous series of victories17 Give people something to think about two weeks after the exposure to your offer This can be true for any offer One an HR executive makes to their CEO; one that you make on your job openings page; the message the CEO delivers to the workforce18 Visual obscurity is the kiss of death I remember walking into a Fortune 500 office looking around asking myself what their story was and couldn't think of anything It looked like they had just moved in last week the walls were so barren When I met with an executive I found out they had been in that office for six years I believe that visual obscurity in the workplace is a kiss of death19 The moment we're confused poof Once again a warning to watch overwhelm Something I have to continually remind myself of When you're smart know a lot and are highly motivated to make a difference you can be too strong fire hose people and even shut them down Again deliver information in bite sized chunks and don't forget to address their emotional need first20 Identify consumers who did not repurchase to find out why they didn't feel rewarded As in all of these statements you can substitute in the word employee for the word consumer Do you know why your employees leave? If not make sure to take advantage of the Exit Interview on HR That Works21 Do your adsmarketing produce awe? Do they have stopping power? How do you send a strong message without generating a fight or flight response?22 The euivalent of arsenic in the marketplace is advertising that involves a high degree of complexity and novelty leading to lots of impact but also to appeal that runs into negative territory23 Take any script and cut it in half Keep words to a minimum How can you express the thought just as powerfully using half the words?24 A great deal of advertising dollars are wasted on ads with low emotional appeal According to Hill roughly half of all advertising dollars are wasted because of this factor What if that is also true of management's efforts to motivate employees?25 The key emotional filters are originality relevancy likability and credibility Make sure your visuals evoke the desired emotions I worked with a great gas services company in Florida Their motto was We give you the gas They had cool original T shirts and uniforms that all their employees wore Their dress and branding was very relevant to the work they did They had the owner and many of their employees in their ads thereby increasing their likability They talked about all the training their employees had to go through to work with them thereby increasing their credibility While it may seem amazingly simple how few companies actually meet these standards when managing their employees?26 Turnover is a killer While Hill's focus is on the turnover of sales personnel his message applies to all employees If you want to reduce your turnover understand the emotional needs of your employees Take a look at the Special Report on Maslow's Hierarchy of Needs as well as Robert Cialdini's Psychology of Persuasion book27 The three critical ualities of a great sales person are up beat caring and resilient When you hire for these characteristics you'll not only reduce your training cost and increase your sales but you'll also reduce your turnover Hill suggests the following four uestions with the following favorable answersa Why did you choose this career? Response should include a genuine smileb What do you like best about your work? You don't want to hear any sadness or frustrationc How do you handle rejection? While successful salespeople may feel frustrated they don't feel sadd How do you handle conflict? Once again above average salespeople have higher levels of frustration but very little sadness attached to it28 Whether we're trying to sell to somebody or trying to manage an employee's performance do not underestimate the power of asking uestions The sooner you begin asking uestions in sales or an employee based dialogue the successful you'll become According to Hill successful negotiators ask two and a half times the number of uestions as do average negotiators29 Follow these stepsa Lead with wants follow with value and close with price This applies to hiring and retaining your employees as well What wants to they have that you can tap into? What can you offer them in their career? How competitive is your compensation structure?b The astute salesperson will stay focused on the prospect during the presentation This should be true when setting performance expectations as wellc Besides wallet based issues what emotional aspects influence the way various prospects respond? The fact is every conversation will evoke a number of different emotional responses We should be able to detect and address them when appropriateHill spends the remaining chapters talking about how he worked in the retail and service industries and how these concepts apply to the workplace When discussing the latter we should 1 make sure employees believe leadership's goals and interested are aligned with their own 2 people are using a process in which multiple employees meet the job candidate and in as casual and social an environment as possible 3 processes in which the company operates feel fair and legitimate not rigged 4 deliver bad news early and clearly without using legalese or financialese and 5 develop communication plans that identify formal and informal points of contact with the company

pdf È Leveraging Emotions for Business Success Ä Dan Hill

Emotionomics Leveraging Emotions for Business Success'I believe that 'emotion' is where it's at'Tom Peters For far too long emotions have been ignored in favour of rationality and efficiency but breakthroughs in brain science have revealed that people are primarily emotional decision makers Many companies have not yet accepted that fact much less acted on it In this fully revised editionEmotionomics will help you to understand emotions in terms of business opportunities both in the marketplace and in the workplace In today's highly competitive marketplace where many products look alike it is the emotional benefit that can make the difference At the same time companies with engaged productive work forces will undoubtedly achieve competitive advantage Dan Hill's book draws on insights gathered through facial coding the single best viable means of measuring and managing the emotional response of customers and employees to help you to leverage emotions for business success in terms of branding product design advertising sales customer satisfaction leadership and employee management Emotions matter and Emotionomics will help you to step closer to customers and employees but step ahead of your competitor This book is a terrific text in that it is not only strategic it is practical His graphics and manner of explanation puts verbiage around a topic that is typically too 'messy' to deal withIf you want to gain understanding about yourself as well as the behaviors of others then this book is for youSusan Bock