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Blindsided by Jonathan Gifford

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Insights and Insults

In reality, the feared insights of motivational research proved to be no more than quite interesting, really, though a few of them were also snortingly laughable. Some of them represented the kind of marketing insight into people’s real motivations that can transform a product’s marketing, but they were a long way short of the cynical manipulation of the American public’s unconscious minds that Vance Packard described in The Hidden Persuaders. As every good salesperson knows, in order to sell something successfully to somebody else, you need to understand (or at least have a good inkling of) what they want, and why they want it. And a really good salesperson will also know that what a person says they want or need something ...

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