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Description - Selfish, Scared and Stupid by Kieran Flanagan

Appealing to humans' basic instincts to increase influence,
buy-in and results
Survival of the species comes down to three basic instincts, say
behavioural research strategists Dan Gregory and Kieran
Flanagan?fear, self-interest and simplicity. These basic
human behaviours come into play in all types of relationships,
including those between businesses and customers. Selfish,
Scared and Stupid: Stop fighting human nature and increase your
performance, engagement and influence, demystifies these
behaviours and examines the psychology behind why even the best
ideas sometimes fail.
This book helps businesses design their organisations for
reality rather than perfection, and also offers strategies to head
off unprecedented levels of disengagement within, and outside, the
business. It answers baffling questions around why the public
sometimes fails to engage despite overwhelming data suggesting
otherwise, why so many new products end up on clearance shelves and
why so many great salespeople often fall short of their monthly

Learn how the survival of the species plays into business,
including delusionary realities and the reasons ideas can fail

Discover how to offer customers strategic rewards, thereby
making the buying process more attractive to selfish natures

Examine the link between fear and the unknown, including
strategies for quelling fears and turning them into action

Learn to use a simple mindset to create low-involvement
products, helping appeal to instinct and making products hard to

This provocative book is built on the idea that businesses must
return to a more human engagement methodology in order to succeed.
It is an informative read for anyone interested in improving
influence, growing business reach, improving sales figures or
understanding the complexities of human behaviour.

Buy Selfish, Scared and Stupid by Kieran Flanagan from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780730312789
ISBN-10: 073031278X
Format: Paperback / softback
(216mm x 149mm x 17mm)
Pages: 248
Imprint: Wrightbooks
Publisher: John Wiley & Sons Australia Ltd
Publish Date: 19-Sep-2014
Country of Publication: Australia

Book Reviews - Selfish, Scared and Stupid by Kieran Flanagan

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Author Biography - Kieran Flanagan

Dan Gregory and Kieran Flanagan are behavioural researchers and strategists and the founders of innovation and engagement think-tank, The Impossible Institute . Dan can also be seen on ABC TV's Gruen Planet.

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