how to ensure that the customer always finds you
In our Introductory Series to Human Factors in Business, we explored concepts and tools from a wide variety of disciplines to support managers and leaders to develop a deeper understanding of the people component in business.
This book is picking up a particular business topic, marketing, and provides new and old ideas in a simple, easy to understand format. We do so through the eyes of human factors in business.
If you have not already perused our Introductory Series (personality, stress, communicate and motivate), you may not get maximum benefit from this volume. We use human factors concepts in the text that have specific meanings and are part of models that help us to better understand human interaction, people’s perspective on the world, their needs, individual’s responses to stress and many other facets that create the rich tapestry we call humanity.
I certainly urge you to have a look at the Introductory Series first before carrying on.
The Human Factors in Business Applied Series draws on more than one hundred years of published knowledge. When perusing our collective wisdom in print, I couldn’t help but wonder why some themes have been picked up over the years, time and time again. Obviously, where previous thinkers have identified shortcomings and prescribed their remedies and where the business community simply has not picked up on it, we can only jump to one of two conclusions: the remedy has not been simple enough to implement or the thinker has not been able to overcome the inertia of the business community.
For example and in the context of this book, we are subjected to a barrage of marketing messages on a daily basis, starting with the branding of our toothpaste in the morning, continuing with unsolicited ads when we browse the Internet, and finishing with the familiar intrusion into our home life as we watch TV at night. Owners of medium-sized New Zealand businesses, however, often struggle to get their heads around marketing their products and services.
This book provides you with teasers and insights into how you may want to think about marketing in the context of your business. It is not so much a ‘how-to’ recipe but a ‘have-you-thought-about this’ book, with human factors always being at the forefront of our minds.
In that context, I am not getting hung up about technical perfection and come from the position of being ‘broadly right rather than precisely wrong’.