The Neuroscience Of A Winning Business
Designing and understanding the human mind has been an obsession of mine for many years and I have been lucky enough to design for businesses of all sizes, enough to confidently confirm that the majority of them definitely fail within the first year of launching, and it isn’t just a myth.
Many aspiring business owners assume they can cheat the market because of how successful social media has been as a main source of income - but you can’t just slap a logo on cheap fabric or plastic and fool people. Consumers consume based on their emotions. You need to tap into their feelings and ask why they would buy your product.
In my time, I’ve noticed that many clients come to me too soon in their journey and request for marketing and branding advice for an intangible product that has yet to even be created – The product comes before marketing and branding! You don’t even need to have a name yet for your business. Just think of how to want your product to look and feel, and then the party can get started.
In fact, there is a whole other level before your product is even created, and that’s your essential purpose as a business. What are your values? Who is your target audience? And what difference are you trying to make during the temporary time that you have on this planet? Too deep?
I don’t believe in reinventing the wheel. I believe if there is a blueprint, then anything is possible.
A great business example is Geedup, a clothing label created by two brothers and a friend which has come to be a well known local label/brotherhood in Sydney. They've been best sellers on Shopify, currently have a new warehouse, have had a number of physical stores and have built a powerful community.
Their label became more than just clothes because they differentiated themselves from other labels with their incredible back story. Both brothers were from the western suburbs of Sydney and came from rough roots. Their story was of the dream to “break out” of the west and become something more.
So of course, everyone from the west wanted to support them and the way to support was to represent their clothes and it became almost like a badge of honour to wear their gear – It was just a bonus that their gear was made with great craftsmanship and high quality. They did a lot to give back to their community by teaching kids at schools, fundraising and many more collaborations.
So, what’s your purpose? Or if you can’t define your purpose right now, at least figure out how your product will solve a problem as the quality of it is equally important - You can’t be selling solutions to things people don’t need or resonate with.
My argument is just the tip of the iceberg. There are so many factors to a successful business, so I want to hand you over to Simon Sinek’s TEDx talk which I share time and time again to inspire aspiring business owners. He breaks down what I’ve explained to the core and relates it back to biology and how the human brain processes and handles consumer decisions.
I've come to realise the tools I use to design have become abstract enough to be used on anything that humans interact with. I design for humans, not for companies, and humans are always the same; it's the situations that change around them.
As I said, if there is a blueprint, anything is possible. The human mind is something we all have in common. Learn how to tap into the right senses of your target audience and your business will spread like wildfire.