{"id":1068,"date":"2018-06-28T00:00:00","date_gmt":"2018-06-27T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/system-1-and-the-8020-rule\/"},"modified":"2019-11-19T16:33:04","modified_gmt":"2019-11-19T16:33:04","slug":"system-1-and-the-8020-rule","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/system-1-and-the-8020-rule\/","title":{"rendered":"SYSTEM 1 \u2013 AND THE 80:20 RULE"},"content":{"rendered":"

\u201cIf you\u2019re riding ahead of the herd, take a look back every now and then, to make sure it’s still there!”<\/p>\n

We used to love this Will Rogers quote, in the early start-up days at Brand Genetics.\u00a0 We especially enjoyed using it with Brand Genetics co-founder John Kearon<\/a>, whose early vision for the company was \u201cto perpetually disrupt the status quo\u201d.\u00a0 (Co-founder Michael Holgate took exception to the split infinitive, as I remember!)<\/p>\n

So I was intrigued to read John\u2019s new System 1 book<\/a>, which at least practices what it preaches, being written in a true and intuitive System 1 style.\u00a0 For good measure, there\u2019s even a System 1 Song<\/a>about the book!\u00a0 (Which reminded me of a song we once wrote as a brand positioning concept for Tilda Basmati Rice!)<\/p>\n

Following the rebranding of BrainJuicer as System 1<\/a>, the System 1 book is based on the premise that \u201cwe think much less than we think we think\u201d.\u00a0 It majors on Daniel Kahneman<\/a>\u2019s insightful \u201cfeeling\u201d quote: \u201cThe answer to a simple question \u2013 how do I feel about it? \u2013 is an excellent proxy for the answer to a far more complex question \u2013 what do I think about it?\u201d<\/p>\n

I was interested to read that John\u2019s definition for successful innovation is to make it 80% familiar and 20% new.\u00a0 For consumers to accept innovation, he argues, make the new idea feel familiar.\u00a0Make it \u201cfluent\u201d \u2013 easy to recognise and easy to understand.<\/p>\n

Back in those early days of Brand Genetics, when John was riding ahead of the herd, he always used to advocate that \u201cno more than 80% of our processes or methodologies should be new\u201d! \u00a0So what\u2019s changed?\u00a0 Or has he just grown up \u2013 which would be a shame!<\/p>\n

\u201cI have learned the hard way,\u201d John explains, \u201cand with help from behavioural science, that just because I love weird shit, it\u2019s not what most people like or what makes something a commercial success.\u00a0 The creative challenge is how to make something that\u2019s actually radically new SEEM more familiar than it actually is.\u00a0 In other words, give people the PERCEPTION that it\u2019s 80% familiar and only 20% new\u201d.<\/p>\n

So the System 1 book encourages us all to aim for the surprisingly obvious: \u201cDelight, don\u2019t disrupt\u201d.\u00a0The book\u2019s one sentence summary\u00a0is that feeling is at the heart of System 1 \u2013 if you feel good about something, then it\u2019s a good choice.<\/p>\n

The Brand Genetics take?\u00a0 We\u2019ve been big fans of psychology, behavioural science and Kahneman<\/a> for some time, not least because our focus is on human-centred insight and innovation.\u00a0 And to understand humans and their purchasing behaviour \u2013 to get to the real \u201cjob to be done\u201d \u2013 we often need to use tools and techniques that unlock what people can\u2019t, won\u2019t or don\u2019t articulate logically themselves. \u00a0It\u2019s about being 80% intuitive and 20% rational, I guess.<\/p>","protected":false},"excerpt":{"rendered":"

\u201cIf you\u2019re riding ahead of the herd, take a look back every now and then, to make sure it’s still there!” We used to love this Will Rogers quote, in the early start-up days at Brand Genetics.\u00a0 We especially enjoyed using it with Brand Genetics co-founder John Kearon, whose early vision for the company was […]<\/p>\n","protected":false},"author":16,"featured_media":1069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[138,34,153,9,30,243,244,60,16],"class_list":["post-1068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forward-thinking","tag-behavioural-science","tag-brand-genetics","tag-human-centred-innovation","tag-innovation","tag-insight","tag-john-kearon","tag-kahneman","tag-start-ups","tag-system-1"],"yoast_head":"\nSYSTEM 1 \u2013 AND THE 80:20 RULE - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/system-1-and-the-8020-rule\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SYSTEM 1 \u2013 AND THE 80:20 RULE - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"\u201cIf you\u2019re riding ahead of the herd, take a look back every now and then, to make sure it’s still there!” We used to love this Will Rogers quote, in the early start-up days at Brand Genetics.\u00a0 We especially enjoyed using it with Brand Genetics co-founder John Kearon, whose early vision for the company was […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandgenetics.com\/pt\/system-1-and-the-8020-rule\/\" \/>\n<meta property=\"og:site_name\" content=\"Brand Genetics\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-27T23:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-19T16:33:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/Slide1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1265\" \/>\n\t<meta property=\"og:image:height\" content=\"712\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brand Genetics\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brand Genetics\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/system-1-and-the-8020-rule\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/system-1-and-the-8020-rule\\\/\"},\"author\":{\"name\":\"Brand Genetics\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/8ecfbd42c9c6d77d6c5e26518b9ff0ba\"},\"headline\":\"SYSTEM 1 \u2013 AND THE 80:20 RULE\",\"datePublished\":\"2018-06-27T23:00:00+00:00\",\"dateModified\":\"2019-11-19T16:33:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/system-1-and-the-8020-rule\\\/\"},\"wordCount\":480,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/system-1-and-the-8020-rule\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Slide1.jpeg\",\"keywords\":[\"Behavioural Science\",\"Brand Genetics\",\"human-centred innovation\",\"Innovation\",\"Insight\",\"John Kearon\",\"Kahneman\",\"start-ups\",\"system 1\"],\"articleSection\":[\"Forward Thinking\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/system-1-and-the-8020-rule\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/system-1-and-the-8020-rule\\\/\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/system-1-and-the-8020-rule\\\/\",\"name\":\"SYSTEM 1 \u2013 AND THE 80:20 RULE - 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