Shoulders Of Titans Podcast Interview #034 with Martin Lindstrom:
Why The CEO Of Ikea Works At The Cash Register Martin Lindstrom, one of the world’s foremost branding experts, is author of Small Data: The Tiny Clues That Uncover Huge Trends.
His previous books have been translated into 47 languages and have sold well over one million copies. He was named one of TIME magazine’s 100 most influential people in the world. In 2016, Thinkers50 named him one of the top 20 business thinkers in the world, and he has been ranked the world’s #1 branding expert for three consecutive years.
His articles appear in The New York Times, Harvard Business Review, and Fast Company. He advises startups and a Who’s Who of Fortune 100 companies on branding, communication, consumer psychology, retail, innovation, and transformation.
Lindstrom currently hosts Main Street Makeover, a series on NBC’s TODAY show that creates solutions to business problems in less than just 24 hours.
Topics Discussed In This Interview:
- Why branding doesn’t cost a dime and no-name companies can easily become household names that can’t be copied or ever be recreated by others… even if you’re in a commodity business with shamefully low barriers to entry
- The step-by-step process to creating free word-of-mouth marketing that spreads like wildfire by narrowing down your brand to one single word
- The unconventional market-research secrets of CEOs of billion dollar empires like Ikea and Lego (for example strategies like living with clients, working “undercover” at the checkout register and much more)
- The right way to whisper rumours, stories and propaganda to the media and in marketing that trigger a flood of eager and willing buyers and clients
- How anyone can unleash creativity on-command using one weird technique featured in the hit series “Mad Men” and best-selling book “Think and Grow Rich”… even if “creative” is the last word you’d use to describe yourself
- The #1 shocking difference between a corporate brand and personal brand (knowing this can make-or-break your career)
- How to control your customer’s soul and tie them faithful to your brand for life… no matter how much more you charge compared to your competitors
- The easily repeatable 5-step blueprint to creating a brand strategy that automatically turns strangers into every wallet-in-hand, ready-to-buy customers… regardless of who they were buying from before (works especially well if you’re a new brand)
- Discover the powerful tools of “somatic markers” and “emotional bookmarks” that create a buying-addiction
- The #1 most threatening and dangerous thing about technology that every business owner should know about (before it’s too late)
- And much, much more!
Full Transcript of Interview:
- “Why We Buy” by Paco Underhill
- “Buyology” by Martin Lindstrom
- “Brand Building On the Internet” by Martin Lindstrom
- “Clicks And Mortar” by Martin Lindstrom
- “Small Data” by Martin Lindstrom
“A brand is an emotional construct. It helps you to project an image to the world which you’d like to own. That’s the clinical term. But what branding really is–brands don’t exist.”
“It’s very clear for me that the world has become so obsessed with big data that we’ve become blinded by the human side of what really makes a heartbeat tick. That is what I define as “small data.””
“The problem we have today is that if you meet up with someone in a bar, and the person hasn’t shown up yet, the first thing you do is to grab your smart phone and do something, anything, with it, just to look like you’re not a loser.”
“An instinct, for me, is an accumulation of experiences gathered through our life, which you may not be able to articulate verbally, but which you feel. I think what’s very important is that instinct is not something you receive in a gift box. It’s something you earn over time.”
“Socrates said once when he was teaching his students, “Whenever you want to teach them something important,” he said, “then I had to slap them on the chin.” So he did, whenever he said something important. And I’m sure if you and I we meeting up in person, and I slapped you on the chin when I said something important, you will never forget me.”