May 9, 2013

Tomatoes are good for you!

In his book The Power Of Habit Charles Duhigg writes about a case of positioning, which I think some of you know quite well. ” […] the first things you see upon entering your grocery store are fruits and vegetables arranged in attractive, bountiful piles. If you think about it, positioning produce at the front of a store doesn’t make much sense, because fruits and vegetables bruise easily at the bottom of a shopping cart; logically, they should be situated by the registers, so they come at the end of a trip.” states Duhigg and continues as: “But as marketers and psychologists figured out long ago, if we start our shopping sprees by loading up on healthy stuff, we’re much more likely to buy Doritos, Oreos, and frozen pizza when we encounter them later on.”

Applying this principle to company marriages, we can ask what the businessmen, seeking an acquirer for their company shares, what they should show first to the potential acquirers. Probably, fruits and vegetables wouldn’t be suitable… :-)  If we can draw the prospect’s attention at first to our features which would be the most beneficial to them, then they will be more at ease to accept the other features of our business, which would not be so interesting for them.

Giant companies are getting better at monitoring our habits and they then shape them to increase their sales. Although we cannot proceed with our potential acquirers to such a point, we can at least influence them concerning our joint future.

If you would like to learn more about the book The Power Of Habit or to purchase it, please click here.

The oldie of the week: The Animals – It’s My Life (1965)

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