Curiosity: The Underutilized Human Trait

Continuing on our journey through the ten key human experiences that make us who we are and how that relates to content and commerce and brands that we are a part of and that we love to consume, today's episode is all about the human characteristic of curiosity. How can curiosity be understood and better used within the world of content and commerce?

Surprise and Delight

• We are inquisitive creatures, and there is a powerful connection between our curiosity and commerce
• Free gifts with purchase is a brilliant way drive curiosity and it is a seriously underutilized tool these days
• Estée Lauder is credited with this brilliant idea of gift with purchase that would become an element of surprise and delight moving the experience from a transactional mentality to a relationship mentality
• At the end of the day, McDonald’s sells food, but with the Happy Meal toy, they’ve introduced whimsy and fun into the experience
• “Because we've become concerned about margins and concerned about profitability, we've forgotten all of these other levers that we have that inspire connectivity and loyalty and human connection to our brands.” - Ingrid
• People too often get caught up in advocating for always and only pursuing either growth or profitability but it’s actually more of a pendulum
• Amazon & Apple have been free to innovate because they’re playing the long game and have communicated where they are on the growth cycle
• eCommerce professionals are in a very fast-paced environment that requires curiosity and not everything in our industry is a hit
• Having a Test and Learn budget, a known vs unknown framework, in your strategy is helpful in keeping you from getting stuck in what you’ve always done and also holding you back from investing too much in something that may not work out

Associated Links:

• Check out our other episodes of Infinite Shelf
• Get ready for Archetypes, our soon to be published 240-page journal! Check it out at ArchetypesJournal.com
• Get your tickets to our Archetypes Event December 1 in Miami, FL
• Subscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world!
• Download VISIONS 2022 NOW!

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