differentstrokes4art

Life is Art, Art is Life

We’re Marketers, Not Soldiers: How Combative Competition Is Killing Creativity

See on Scoop.itThinking differently plus

Why do marketers revel in military jargon? Must we really rally troops to deploy conquest ads or fire quick hits of bleeding-edge apps? Is it not ironic that we call customers “targets” and seek to engineer their empathy in “war rooms?

Kristin Newton‘s insight:

The culture of combative competition is killing creativity. 

Today’s workplaces are "fraught with panic and overload, mental states that shut down the prefrontal cortex, our most evolved brain region and seat of conscious imaginative thinking. This phenomenon called perceptual narrowing occurs because the prefrontal cortex is metabolically expensive. It’s easily taxed because it requires costly amounts of energy but has very limited capacity. As a result, we rehash old ideas without evolving forward."

"Why do marketers revel in military jargon? Is it not ironic that we call customers “targets” and seek to engineer their empathy in “war rooms?"  And it’s not enough to win. Someone must lose. Beating the competitor takes precedence over helping the customer."

See on www.fastcocreate.com

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This entry was posted on February 12, 2013 by in IDEAS.

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