Jump Start Your Business Brain: Scientific Ideas and Advice That Will Immediately Double Your Business Success Rate

543 Pages·2005·3.34 MB·English

by  Doug Hall

Table of Contents

Title Page
Dedication
OTHER BOOKS BY DOUG HALL
Three Options for How to Read This Book
Foreword
Introduction
PART I - The Three Laws of

CHAPTER 1 - The Science Behind Marketing Physics
The Medium Is Not the Message
Marketing Physics Is Focused on the Content of Your Message
The Power of Statistics as a Discovery Tool
History of My Interests
The Research Process
Defining Probability of Success
A Few Words About Probability
Identification of the Three Laws of Marketing Physics
The Birth of Merwyn
Why Merwyn Beats Most Humans
Merwyn Example
Trust the Laws
CHAPTER 2 - How to Triple Effectiveness of Salespeople, Advertising and ...
First Law of Marketing Physics: Overt Benefit
Practical Tactic: Demonstrating Overt Benefit to Yourself
An All-Too-Common Story of Not Communicating Benefits
Practical Tactic: Self-Audit of Current Benefit Communications
Benefits, Not Features
Practical Tactic: Turning Features Into Benefits
The New News Is Overtness
Practical Tactic: Turning Benefits into Overt Benefits
It’s Not Boasting When You Deliver
Benefits Are Relative . . . Relative to a Specific Target Segment
Practical Tactic: Who Is or Could Be Your Target?
A Story of How Target Audience Can Create Benefit Ideas
Focus, Focus, Focus Your Overt Benefit
Practical Tactic: Do One Thing Great
CHAPTER 3 - How to Find Your Overt Benefit
The First Place to Look for Overt Benefits—Why You Started the
Business
Practical Tactic: Return to Your Roots
The Second Place to Look for Overt Benefits—Your Personal Passions
Practical Tactic: Leverage Your Passions
Your Overt Benefit Is Your Mission
Benefits of the Heart Versus the Head
Visualization of Overt Benefits
Post Your Benefit in Your Most Important Place—Your Name
Put It in Writing
Practical Tactic: Giving Words to Your Overt Benefit
Never Ever, Ever Give Up . . .
Beware of These Common Mistakes Made With Overt Benefit
Quick Process Summary on Overt Benefit
Final Thoughts on Overt Benefit
CHAPTER 4 - The Secret to Doubling Effectiveness at “Closing the Sale”
Second Law of Marketing Physics: Real Reason to Believe
The New News About Real Reason to Believe
The Challenge With Internet Credibility
Practical Tactic: Learn From the Masters of Real Reason to Believe
Real Reason to Believe Multiplies the Effectiveness of All Marketing
Efforts
The Overt Benefit to You of Communicating Real Reason to Believe
Practical Tactic: Score Your Real Reason to Believe Versus the
Competition
Real Reason to Believe Is Relative
The Need for Real Reason to Believe Keeps Business Fair
The Most Powerful Source of Credibility Is the Real Truth
CHAPTER 5 - Proven Strategies for Real Reason to Believe
The Five Proven Strategies for Communicating Real Reason to Believe
Real Reason to Believe Strategy 1: Kitchen Logic
Kitchen Logic—Now It’s Your Turn
Real Reason to Believe Strategy 2: Personal Experience
Personal Experience—Now It’s Your Turn
Real Reason to Believe 3: Pedigree
Pedigree—Now It’s Your Turn
Real Reason to Believe 4: Testimonials
Testimonials-Now It’s Your Turn
Real Reason to Believe 5: Guarantee
Guarantee—Now It’s Your Turn
Common Mistakes Made With Real Reason to Believe
Quick Process Summary on Real Reason to Believe
Final Thoughts on Real Reason to Believe
CHAPTER 6 - How to Design Your New Product, Service or Business for Power
Profits
Third Law of Marketing Physics: Dramatic Difference
The Big Picture on Dramatic Difference
How to Win With a Commodity
Your Mission Is to Create a Monopoly
The New News About Dramatic Difference
More Reasons Why Dramatically Different Ideas Have a Greater Chance
of Success
A Story of How Dramatic Difference Can Be Lost and Found Once
Again
The Moment of Judgment
Practical Tactic: How to Know a Dramatic Difference When You See
One
CHAPTER 7 - How to Craft a Dramatic Difference
The Three Guiding Principles
Common Mistakes Made With Dramatic Difference
Quick Process Summary on Dramatic Difference
Final Thoughts on Dramatic Difference
CHAPTER 8 - Frequently Asked Questions About Marketing Physics
If I follow the three laws, am I guaranteed to succeed?
Are the three laws the ultimate truths?
How high should my probability of success be before going forward?
If I don’t have an advertising budget, why should I care about Marketing
Physics?
What about imagery? I’ve read that image is the most important
dimension for success.
Do I have to follow the order you described—Overt Benefit then Real
Reason to ...
Does the learning apply equally to products and services?
Aren’t you ignoring the importance of size of market when projecting
success?
What makes the three laws different from venture capital scoring
models?
I have lots of ideas but no money to execute. What can you do for me?
Who in my organization needs to know about Marketing Physics?
A Few Final Thoughts on the Laws of Marketing Physics
PART II - The Three Laws of

CHAPTER 9 - The Science Behind Capitalist Creativity
Increasing the Power of Your Mind
Our Creativity Research Laboratory
Research and Validation of Creativity Measurement System
Identification of the Three Laws of Capitalist Creativity
The Three Laws of Capitalist Creativity
Bringing the Three Laws Together
Quality Control Charting
Additional Research on Capitalist Creativity
What This Means for You
CHAPTER 10 - How to Fuel Your Brain for Maximum Productivity
First Law of Capitalist Creativity: Explore Stimuli
A Brief Explanation of How the Brain Works
Use It or Lose It
Top Scientists Confirm the Power of Stimulating the Brain
Practical Tactic: Breaking Mental Constipation
Practical Tactic: Walk the Talk
Stimulus Has a Long Pedigree
The Four Stages of Creativity When Using Stimuli
Practical Tactic: Mind Dump
Stage I: Gather Stimuli
Stage II: Multiply Stimuli
Stage III: Create Customer Concepts
Stage IV: Optimize Practicality
Process Review
A Brief Discussion of Objectives
A Stimulating Discussion
Homeward Trail: The Power of Related Stimuli
How to Use Homeward Trail Stimuli
Ten Tactics for Finding Effective Homeward Trail Stimulus
The Fresh Eyes Challenge
Borrowing Brilliance: The Power of Unrelated Stimuli
A Surefire Remedy for Cranium Constipation
Seven Tactics for Finding Effective Borrowing Brilliance Stimuli
Practical Tactic
Quick Process Summary on Exploring Stimuli
Some Final Thoughts on Exploring Stimuli
CHAPTER 11 - Multiply Your Brain by Borrowing Others
Second Law of Capitalist Creativity: Leverage Diversity
The Surface Source of Diversity
Diversity Can Cause Chaos
Marketing Physics Is the Key to Leveraging the Power of Diversity
Practical Tactic: Musical Chairs
Variations of Musical Chairs
Practical Tactic: Don’t Sell Me
The Secret to Finding Great Diversity—Passion
Three Specialty Sources for Diverse Perspective
A Final Source of Diversity: Thinking Styles
B.O.S. Profiler
Quick Background on Thinking Styles
Whole Brain Orientation
Who Is Best at Creating Ideas?
The Truth About Who Is Most Creative
The Good News Is You Can Get Whole Brain Results
Logical Left Brains Are Easier to Work With Than Radical Right Brains
The Thinking Styles Are True Opposites
Maximizing Productivity for Right and Left Brains
Practical Tactic: Mixing Stimuli Using 666
Quick Process Summary on Leveraging Diversity
Final Thoughts on Leveraging Diversity
CHAPTER 12 - Go For It! Turning Thoughts Into Reality
Third Law of Capitalist Creativity: Face Fears
We All Have Fear Cancers
How You Face Fears Is Your Choice
So What to Do About It
Practical Tactic: Great Escape
Quick Process Summary on Facing Fear
Final Thoughts on Facing Fear
CHAPTER 13 - Frequently Asked Questions About Capitalist Creativity
Whenever I create ideas with others, it seems the same ideas come up
over and ...
At the ranch you talk about working with groups of people. Do I need a
group?
What is the best way to manage a group idea-creation effort?
Do I have to spend a half day or full day to create ideas?
But I have no money. What am I to do?
But my category is old. There are no new ideas that work. What are my
options?
I’m too old to learn a new way of thinking. What help is there for me?
Why do we have to create so many ideas? Can’t we just create one great
one?
I have tried to use stimuli but nothing comes. What else can I do?
In your first book you advocated fun. I don’t see a reference to it here. ...
Any personal tips that you’re not telling us?
Doug’s Personal Systems for Inspiring Ideas
Final Thoughts
Realizing Return on Your Investment
I WANT TO HEAR YOUR STORIES OF ADVENTURE, TRIUMPH AND
SUCCESS
EUREKA! RANCH SERVICES
BIBLIOGRAPHY
Acknowledgments
INDEX
ABOUT THE AUTHOR
Copyright Page

DEDICATION

This book is dedicated to my wife and children,
Debbie, Kristyn, Tori and Brad.
Each a unique individual.
Each with special gifts.
I love you all,
just the way you are.

THE PURPOSE OF THIS BOOK

This book is written to help small business owners and those with a small
business owner attitude win more, lose less and make more money.

I have been wonderfully successful in my thirty years of small business
ownership. And with that success comes a responsibility to give back.

This book is my effort to share the wisdom I’ve acquired with the broadest
possible audience. My goal is to teach others the scientific laws they need to
know to “thrive” instead of merely “survive” in the world of business.

For those reading this book outside of the United States of America, this book
is also intended as a guide for how to “win” in the American marketplace.

Life is meant to be lived and enjoyed. In my mind there is no finer feeling
than the sense of personal accomplishment that comes from founding a
profitable new business.

THANK YOU

A complete listing of the many people who helped make this book possible is
provided on pages 299-301.