Chapter 2: Carrots and sticks
Manipulation vs inspiration
In the world of today, whatever a company is offering to the market is being offered by another company with similar features. Yet most companies do not know why their customers choose their products over those of their competitors, they make flawed assumptions in a bid to keep their customers.
Many businesses use manipulation to attract more customers, manipulating tactics include, discount prices and promotion, and adverts. Most companies use manipulative tactics because they do not know exactly why their customers are their customers, they only make flawed assumptions.
Manipulation techniques involve making use of any of the following:
- Peer pressure
- Novelty (a.k.a Innovation)
Although manipulation work in the short term, not a single one of them breeds loyalty, and over time, they cost even more and more. In the business world and politics during elections manipulations are often it does not create loyalty. Leadership is the ability to rally people not just for a single event but for years.
GO BACK TO CHAPTER 1: Start With Why 1: Assume you know.
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