Understanding people is the Holy Grail of Marketing

The Human Terrain

David Amerland by David Amerland
Published in Inspiration

We think we navigate life. We talk about improving our knowledge of the world. We believe that we learn things. In fact the knowledge we have and the knowledge we acquire holds the most value when it allows us to navigate the human terrain. People's motivation is complex only when we fail to understand how people operate within specific circumstances. Understanding people allows us to reduce the level of uncertainty we feel as we project ourselves into the future. Lower uncertainty helps increase trust. Trust makes everything else easier. 


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