Iimpawu ezihambelanayo, izikhokelo zomsindo, kunye nabalinganiswa beempawu bangakwazi ukufaka uphawu lwakho kwi-System 1 yokucinga yabathengi.U-Illia Cherednychenko / Unsplash Inkqubo ye-1 iye yaba libinzana elikhulu le-buzz kwishishini lokuthengisa-kwaye kufanelekile njalo.
Umxholo, ophuhliswe sisazinzulu ngengqondo uDaniel Kahneman, ubeka ukuba ukwenza izigqibo akuxhomekekanga ngokupheleleyo kwingcinga eyaziwayo, enengqiqo. Kwincwadi yakhe Ukucinga ngokukhawuleza nangokukhawuleza , UKahneman ucacisa iindlela ezimbini zokucinga: Inkqubo 1 ikhawuleza, iqhutywa lithuku nofundo lwangaphambili; Inkqubo yesi-2 icotha, iqhutywa kukucinga kunye nengcinga. Nokuba sikholelwa ekubeni senza izigqibo ngokusekwe kwiingcinga ezinengqiqo, iinkolelo zethu zeNkqubo ye-1, umkhethe, kunye ne-intuition ziqhuba uninzi lwezinto esizikhethayo.
Inkqubo 1 yokucinga inokuqhuba ukuba zeziphi iintengiso abathengi abazithathela ingqalelo, kunye nokuba zeziphi iimveliso abazithengayo. Uninzi lwabathengisi banqwenela ukuqhekeza ikhowudi yeNkqubo 1. Abanye babo bade bacinge ukuba banazo, oko kuthetha ukuba sineentsomi ezininzi, iingcinga eziphosakeleyo, kwaye siphose amathuba ezandleni zethu. Kodwa Nazi iindlela ezintlanu thina yazi Ukuthengisa kunokungena kwiNkqubo 1 yokucinga.
- Ukuze ube yinto ezenzekelayo, ukuthengwa kwe-no-brainer yeyona mpumelelo inkulu enokufikelelwa ngumqondiso- kwaye ifuna umyalelo weNkqubo 1 yokusebenza kwengqondo.
Imisebenzi yentengiso, ekuhambeni kwexesha, ukunceda ukubumba iinkolelo zebrendi kunye nokuziphatha. Ukuya kwinqanaba lokuba ezi nkolelo zihleli ngokuqinileyo kwingqondo, zifuna ingcinga encinci kwindawo yokuthenga.
Awufuni ukuba umthengi ngenene cinga malunga nokuba ungaluthenga na uphawu lwakho-ufuna ukuba ibe lukhetho olucacileyo, elona nqanaba liphezulu lesigqibo. Oko kuthenga ngokuzenzekelayo (Kutheni ngekhe Ndiyaluthenga olu hlobo?) Ayinakwenzeka ngaphandle kokuba uphawu lwakho lufakwe kubathengi 'Inkqubo 1 yokusebenza kwengqondo. Yiyo kuphela indawo ebuchotsheni apho izigqibo ezingxamisekileyo ezinokuvela khona.
- Zonke iimpendulo zeemvakalelo zisekwe kwiNkqubo yoku-1, kodwa ayizizo zonke iinkqubo ze-1 zokucinga ezinemvakalelo.
Naliphi na inqanaba lamathumbu, ukukhawuleza, ukungazami ukucinga okanye indlela yokuziphatha ivela kwiNkqubo 1. Ngelixa abathengisi abaninzi belinganisa iNkqubo 1 kunye nemvakalelo, le yinto engeyiyo eyenza lula kwaye igqwethe intsingiselo namandla ayo.
Umzekelo, xa uqhuba okanye uhamba usiya endlwini yomhlobo wakho, uku-auto-pilot. Olu ayilulo utyando olufuna ukucinga ngobuchule; Ukuhamba ngale ndlela yindlela efundwe ngaphambili. Inkqubo yakho yokucinga 1, ebandakanya iinkumbulo ezingene nzulu, iyawenza wonke umsebenzi. Kuyafana xa ukhwela ibhayisekile; Inkumbulo yemisipha yinkqubo ecocekileyo yoku-1. Kodwa akukho nto inovakalelo ngezi zenzo.
Kwimeko yabathengi, cinga ngengqondo yakho xa ungxamile kwaye ubambe uphawu lwakho oluqhelekileyo lobisi kwivenkile. Awuyikucinga kakhulu, akunjalo? Yiyo iNkqubo 1 esebenza. Ngaba uyayithanda i-brand? Mhlawumbi, mhlawumbi akunjalo. Mhlawumbi kulula nje ukuba ungalwenzi uvavanyo olunzulu lwazo zonke iindlela zokhuphiswano ngalo mzuzu. Nokuba yeyiphi na indlela, ukhetho lwakho lwaluqhutywa yiNkqubo 1, kodwa yayingeyiyo isigqibo seemvakalelo.
- Iintengiso zeemvakalelo ayisositshixo sokubethelelwa kwenkqubo yoku-1.
Ukuhamba, iintengiso zeTV ezingalibalekiyo zikuyo yonke indawo. Iiarhente ziyazingca ngokwenza intengiso ye-anthem eyakha i-crescendo yeempendulo zovakalelo-okokuqala kubathengi babo bohlobo lwabo, abalibala zonke iintloko zokusebenzela inkampani yabo kwaye bamkele uvuyo olunokubangela ezo ntengiso. Emva koko banika i-arhente ye-blanche ye-arhente ukuba ijolise ekuveliseni ukonwaba, inkuthazo kunye neemvakalelo ezingangxengwanga. Kwiminyaka apho lonke uphawu lufuna ukuya kwintsholongwane, lo mkhwa ulapha ukuze uhlale.
Kodwa sonke siyazi ukuba kunqabile kangakanani kumthengi — okanye, ngenxa yoko, ingcali kwezentengiso — ukukhumbula ukuba loluphi uphawu lwentengiso olwalubhengezwa. Ukuba abathengi bayayikhumbula intengiso yakho kodwa bangayidibanisi negama lakho, uchitha nje imali eninzi usilela ukungena kwinkqubo yabo ye-1. Uyenzile kwimemori yebhanki yabo, kodwa hayi kwinxalenye edityaniswe nophawu. Abayi kucinga ngemveliso yakho xa kuziwa kukhetho.
- Isitshixo sokufaka uphawu lwakho kwiNkqubo ye-1 ayisiyiyo nantoni na eguqukayo.
Uninzi lweemveliso luzama ukuphumelela abathengi ngamaphulo amatsha, bezama ukuzibandakanya kuwo onke amaqonga edijithali, kwaye banethemba lokwakha ukulingana kwegama ngokuba nesibindi kunye nokutsha. Kwinkqubo, bahlala belahla nantoni na ekusenokwenzeka ukuba babenayo kwindlela yokucinga yabathengi.
Kungenxa yokuba ezi ntengiso zigqibeleleyo zibandakanya ukulahlwa kwezinto zexabiso, ezahlukileyo zorhwebo eziye zaba nezigidi ezingenakubalwa zeedola kunye neminyaka yophuhliso etyale imali kuzo. Amanqaku aya kubona i-ROI ngakumbi-zombini zexesha elifutshane nakwikamva-ngokusebenzisa ezo zinto zeempawu zohlobo lwasekhaya ukomeleza ukuvakala kwegama labo kwindlela yokucinga yabathengi.
Umzekelo, abalinganiswa abaziswe yi-M & M kumashumi eminyaka eyadlulayo basathandwa nanamhlanje, kwaye bade bazala neevenkile zentengiso zeM & M kunye nolwandiso lwemigca emininzi. I-M & M isuse abalinganiswa kwiintengiso kwiminyaka eyadlulayo, esoyika uluntu ukuba ludiniwe ngabo. Endaweni yoko, abathengi bafuna ukwazi apho baya khona-kwaye ii-M & M zazivusa.
Hayi, ukusetyenziswa okuqhubekayo kwemibala ethile akuyi kwenza ukuba i-CMO yakho imenyelwe kwigama eliphambili kwi-SXSW. Kodwa loo nto, kunye nezinye izinto ezihambelanayo, izikhombisi zomsindo, kunye nabalinganiswa bophawu banokufaka uphawu lwakho kubathengi 'Inkqubo 1 yokucinga kwinqanaba elomeleleyo. Abathengisi abakhaliphileyo kunye neearhente banokongeza into entsha neyothusayo kwiiasethi zorhwebo ezahlukileyo, kodwa bagcina izinto ezibonakalayo ezibonakalise ngempumelelo. Ezo mpahla zeempawu zodidi ziyaqhubeka nokunxibelelana nabathengi, inkqubo yabo yoku-1 itsaleleka kulwazi oluqhelekileyo.
- Inkqubo yesi-2 inokuthi ithegi-iqela kunye neNkqubo 1 yokuvala isivumelwano.
Ngelixa ufuna ukuba uphawu lwakho lube lukhetho olungenabungqina, ukuthengwa okuninzi-ngakumbi itikiti elikhulu okanye izinto zokuthenga eziqwalaselweyo-kusekwe kwiinkolelo zeNkqubo 1 ezigqunywe ngolwazi olunengqiqo. Ukuba uye wathandana nePorsche kwaye ucinga ukuyithenga, unokukhokelelwa phambili ezantsi kwindlela yokuthenga ngolwazi malunga nexabiso lokuthengisa kwakhona. Le datha inokusebenza njengesiliphu semvume yokuthenga imoto obusethele kuyo intliziyo yakho.
Ngenxa yoko, iimveliso ezininzi zinokuvala ukuthengisa ngokudibanisa imiyalezo yeNkqubo ye-2, esekwe ngakumbi yinyani, ngokuqiniswa kweenkolelo zabathengi zeNkqubo 1 malunga nophawu. Loo miyalezo inengqiqo inokubonelela ngesizathu esinamandla kukhetho lokuthenga. (Abayibizi ulungelelwaniso simahla.)
Umkhabi kukuba ulwazi olusengqiqweni malunga negama lunokusebenza zombini iindlela. Ukuba awuyithandi nje into yesihlangu seCrocs, kwaye wagqiba kwakudala ukuba yayingeyondlela yakho, awuyi kuthenga iiCrocs kuba zomelele kwaye ziyafikeleleka. Kudala wabasusa kwiseti yakho yokuqwalaselwa.
Kuwo onke amanqanaba abathengi, ukulingana kweempawu zisezantsi ngamaxesha onke. Phakathi kokhuphiswano olunamandla, bambalwa abantu abakwaziyo ukuxhomekeka kwiingcinga ezinesiphene malunga neNkqubo yoku-1. Abo banokwakha izicwangciso ezinolwazi, nezingahambelaniyo neNkqubo yoku-1 banokugcina iimveliso zabo zingabikho. Ezo zingazukuphela kwimemori-nakwiindawo zentengiso.
UJeri Smith yi-CEO yenkampani yophando yentengiso ye-Communicus. Abaxhasi bakhe baquka iinkampani zeFortune 100 kunye nabathengisi abaphambili eMelika. Uye wanegalelo kwiFox Business News, Wall Street Journal Live, Forbes, Ad Age, The Drum, kunye nokuninzi.
