WHAT CAVEMEN TEACH US ABOUT CUSTOMER EXPERIENCE | MARKETING MYTHBUSTERS #business #entrepreneur

Coined by Harvard physiologist Walter Cannon, the fight or flight response is an intuitive safeguard built into the primitive area of our brains. Its original purpose was to help prevent early Homo sapiens from killing themselves off, making the species extinct before they had a chance to build pyramids, circumnavigate the globe, or design iPhones. When invoked, the fight or flight response activates the sympathetic nervous system and puts us on red alert. It makes us perceive almost everything as a potential threat. Obviously, in such a heightened state, we're clearly in no mood to buy your brand of fabric softener. Doesn't matter what it smells like. Most businesses aren't very good at creating buying experiences that pass the fight or flight test, about presenting everything a customer sees in ways that underline reassurance, helping buyers understand at a deep, almost subconscious level how you're unique amongst your competitors and that you're their best choice. Not because that's what you say, but because that's how you behave.