Technologies of Persuasion
Douglas Rushkoff donne un cours sur la plateforme de e-learning Maybe Logic Academy dont le sujet sont les technologies de persuasion.
Core77 fait un excellent résumé de cette intervention en citant quelques phrases clés que Douglas a accordé au site World Changing.
Quelques phrases clés de l’interview qui m’ont fait sourire :
I get asked all the time, “how can we get people to be more this or more that?”. . . And I think the object of the game is to get out of the mindset of “getting people to do something” and instead just create a really nice, really open invitation.
My whole pitch on marketing and communications is for companies to stop creating mythologies and persuasion campaigns around the products that they’re disconnected with, and to start getting involved in some aspect of the thing they’re selling.
The easiest tactic is to become involved in at least one area of the design or manufacturing of the product you’re selling. So, if you’re making shoes, you should have someone on the staff who is connected not only with the shoe industry, but with the particular shoes you’re selling. Ideally, your company actually designs and makes the shoes. This way, instead of creating a marketing myth (our shoes are made by elves who live in a hollow tree) you can actually develop a culture around the shoe itself. The employees and customers end up becoming part of the same culture of shoe design, manufacture, and appreciation.
