Episode 17: Lindsay Zaltman – Understanding Customer with Deep Metaphors, part 2

Today we will venture into the twilight of the unconscious and see how that helps create strategies and campaigns that click with customers on a very different level. A special guest Lindsay Zaltman who knows all about this is joining us today. Lindsay is CEO and Partner at Olsan Zaltman a consumer insights and strategy agency. Lindsay is co-author of a book I highly recommend “Marketing Metaphoria: What Deep Metaphors reveal about the minds of consumers”. He’s been published in the Harvard Business Review and speaks at conferences all over the world and regularly at Fortune 500 companies. This is part 2 of our discussion with Lindsay, part one was last weeks episode.

 

Referenced on the show:

Marketing Metaphoria, Gerald Zaltman & Lindsay Zaltman

Decartes’ Error, Antonio Damasio

The Extended Mind, Annie Murphy Paul

The Illusion of Conscious Will, Daniel Wegner

Metaphors We Live By, George Lakoff

Influence, Robert Cialdini

How We Decide, Jonah Lehrer