{"id":3451,"date":"2017-09-30T18:27:36","date_gmt":"2017-09-30T18:27:36","guid":{"rendered":"https:\/\/sparktoro.com\/blog\/\/?p=3451"},"modified":"2018-02-27T10:07:48","modified_gmt":"2018-02-27T18:07:48","slug":"cultural-conditioning-biases-us-make-bad-decisions-lives-work-marketing","status":"publish","type":"post","link":"https:\/\/sparktoro.com\/blog\/cultural-conditioning-biases-us-make-bad-decisions-lives-work-marketing\/","title":{"rendered":"How Cultural Conditioning Biases Us to Make Bad Decisions in Our Lives, Our Work, & Our Marketing (my talk from INBOUND 2017)"},"content":{"rendered":"

This week I was invited to give a spotlight talk at Hubspot’s INBOUND<\/a>\u00a0in Boston. INBOUND is a unique event for me. It’s typically the largest in-person audience I’ll speak to in a given year (often in excess of 3,000 people in the room), and a less SEO-focused crowd than usual. Most of the time, I’m just trying to impress one person — my friend Dharmesh Shah, Hubspot’s co-founder.<\/p>\n

I find this optimization tactic to be powerful. Choose someone whose opinion you deeply respect, someone whose career or accomplishments you envy, and craft a presentation you believe will make them think more highly of you. Dharmesh is perfect. He cofounded a company that has significantly impacted and evolved the world of web marketing. He’s created extraordinary financial success for thousands of people around him (through both Hubspot and his many investments). And most importantly, he’s done it with humility, grace, and generosity. Plus he’s picky.<\/p>\n

To impress Dharmesh meant creating something that was personal and relatable, but also uniquely valuable. The points had to resonate, but also be different to what he had seen or would see in other talks at INBOUND or in the overwhelming amount of content that fills the marketing world. My aim was to share what I’ve learned and how I perceive bias to be affecting marketing efforts in a way that would be resonant and remembered by the audience.<\/p>\n

Presentation Title:<\/strong> The Invisible Giant that\u00a0MucksUp Our Marketing<\/div>\n

Official Description:<\/strong> When the decisions we make — about which channels to invest in, where to spend, what to build, who to target — turn out sub-optimal, we look for answers in the data. We pivot\u00a0our\u00a0tactics. We seek out alternate solutions. But what if there are forces beyond visibility? Ones we can’t see in numbers? Ones that bias\u00a0our\u00a0thinking and shape\u00a0our\u00a0defaults in ways that lock away potential insight and progress? In this presentation, Rand will explore the cognitive biases and cultural pressure that create logical fallacies in\u00a0our marketing\u00a0brains. He’ll show paths through, and ways to uncover value, tactical and strategic, by removing the impediments that lock out too many great ideas and powerful opportunities. And as always, he’ll have some actionable ideas for your SEO, social, content, and paid campaigns.<\/p>\n