My blogs

The Failure of Marketing

About me

Introduction	Jack Trytten is President and founder of Insight Direction, Inc. Founded in 2000, the company consults on new product development, brand development and other areas of core marketing strategy. Marketing is focused on influencing behavior. Just as mathematics and physics form the foundation for engineering, psychology forms the foundation for marketing. All too often, companies base their marketing strategy on limited knowledge of their customer, occasionally faulty knowledge. While they may save on market research costs, the expenditures that are wasted in misguided marketing are always much greater. Insight Direction leverages new research methodologies based on the current developments of psychology and cognitive neuroscience. Marketing, to a degree, has become brain surgery. If your marketing is to influence behavior, specifically how you and your customers are to relate to each other, you must understand how those customers perceive and react to your marketing efforts. And to do this, you must understand the subconscious decision processes. This critical understanding is the foundation of marketing strategy. Without it, marketing becomes a matter of luck.

Introduction

Jack Trytten is President and founder of Insight Direction, Inc. Founded in 2000, the company consults on new product development, brand development and other areas of core marketing strategy. Marketing is focused on influencing behavior. Just as mathematics and physics form the foundation for engineering, psychology forms the foundation for marketing. All too often, companies base their marketing strategy on limited knowledge of their customer, occasionally faulty knowledge. While they may save on market research costs, the expenditures that are wasted in misguided marketing are always much greater. Insight Direction leverages new research methodologies based on the current developments of psychology and cognitive neuroscience. Marketing, to a degree, has become brain surgery. If your marketing is to influence behavior, specifically how you and your customers are to relate to each other, you must understand how those customers perceive and react to your marketing efforts. And to do this, you must understand the subconscious decision processes. This critical understanding is the foundation of marketing strategy. Without it, marketing becomes a matter of luck.