System1 – Unlocking Proftable Growth, by John Kearon, Orlando Wood and Tom Ewing, builds on Daniel Kahneman's seminal work by showing how it can be applied to drive proftable growth and bridges the chasm between consumer research and creative development.
Most of our decisions are instinctive and fast (categorised as System 1), while only a few are slow and considered (System 2). Conventional wisdom wrongly suggests that persuasion (which falls under System 2) drives consumer choice-making. This book argues for a System 1 world, which changes everything for marketers.
Central ideas and arguments
The book uses decision-making heuristics to...