Bill Gallagher argues that marketers waste effort on the conscious mind, which resists change and drives only 5% of decisions. The instinctive mind actually drives 95% of brand choices, but most marketing ignores it.
Today, traditional marketers still try to persuade the conscious mind to do what they want it to do. And it doesn't work very well. And it doesn't work for two reasons. One, the conscious mind is resistant to change. It sees you coming, it knows what you're trying to do, and it says, I don't think so. I don't think I'm going to do what you're telling me to do. And then the second problem is that the conscious mind makes up only 5% of the decisions that, that we make. The vast majority of our brand decisions, and really, quite frankly, every other decision in our life is instinctive. The instinctive mind makes up 95% of the decisions that we make.
