How To Influence People Through Emotion - Dr Marcus Collins
If you're looking to influence people and get them to move, it may help to start with emotion rather than the rational benefits. Dr. Marcus Collins and I discussed this on Episode 79 of the Reframe & Reset Your Career podcast and he told me "I'd say, start with the soul and end with the sale, as C. C. Chapman puts it ... the soul is the emotional part of the brain that lives in our chest. It's the part, where we feel most connected to things because of the way it makes us feel. The sale is the rational benefits. No one gets excited about the rational benefits. We get excited about the way it makes us feel. So the notion is, start with the part of the brain that is emotionally driven. And those things, biologically, will lead to behavior before rationality does."
Marcus believes there is no external force more influential to human behavior than culture. What we wear, what we eat, where we work, how we vote, and just about every facet of social living is informed by our cultural subscriptions. He studies cultural contagion and how it manifests in our consumption proclivities, organizational dynamics, and society writ large. He leverages his scholarly work as a clinical professor at the Ross School of Business, University of Michigan, and the many years he spent in marketing as an advertising executive—most recently as the head of strategy at Wieden+Kennedy, New York—to bridge the academic-practitioner gap and use this knowledge to help people get people to take action.
Throughout his career, he's had the great privilege of being acknowledged for his strategic, creative, and scholarly contributions as well as launched successful campaigns like “Cliff Paul” for State Farm, the Made In America Music Festival, and Google’s “Real Tone” technology—among others. Before his tenure in advertising, he worked in music and tech as a startup co-founder. Then he led iTunes + Nike sports music initiatives at Apple before running digital strategy for Beyoncé.
He is also the author of the best-selling book, For The Culture, which examines the relationship between culture and human behavior. Throughout the book, he relies on literature, case studies, learnings from both his practicing work, and data from his academic work to illustrate the “whys” and the “hows” of culture so that readers can successfully apply these learnings to their own pursuits. He has spent the last decade helping organizations—from Fortune 500 companies to startups and non-profits—use this knowledge to create culturally contagious ideas that get people to move. The book aims to do the same for readers.
He is a graduate of Temple University (DBA) and the University of Michigan (BSE in Materials Science Engineering and MBA with an emphasis in strategic brand marketing).
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Hi there, my name is Harsha Boralessa and I am the founder and host of the Reframe & Reset Your Career podcast & YouTube channel, both of which I started in early 2021. They were both inspired by my passion for neuroscience and psychology. Their aim is to empower individuals to take greater control of their career development and approach it in a more strategic manner through the strategies and insights used by successful professionals and Recognised Experts to help their careers thrive.
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Please note that Reframe & Reset Your Career, including any comments made by the host and guests, is for informational purposes only and does not constitute advice of any description, including but not restricted to financial, legal, investing or medical advice.