The Mind of the Market: Compassionate Apes, Competitive Humans, and Other Tales from Evolutionary...

The Mind of the Market: Compassionate Apes, Competitive Humans, and Other Tales from Evolutionary Economics | Michael Shermer | An interesting read, overall

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The Mind of the Ma...

	The Mind of the Market: Compassionate Apes, Competitive Humans, and Other Tales from Evolutionary Economics Michael Shermer Times Books, 2007 - 336 pages average customer review:based on 26 reviews view larger image
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If You Seek to Understand Where We Come From

Michael Shermer's new book, "The Mind of the Market" is exceptional in many ways. Any business owner looking to understand how people evolved to think like they do (toward making business purchases for example) will find this book quite useful.

Often we have heard that people make ALL purchasing decisions based on emotion. Which is true. Shermer gets 'down and dirty' as to how we evolved to behave this way, and maybe more importantly, why we are so irrational about our finances.

When we better understand this, we can better position ourselves to meet people inside their own minds, (the internal conversation going on within), and therefore focus more on the emotional triggers that prompt people to take action...

For example, in the music on hold industry in which I am in, I have tested and found people buy music on hold for their businesses to reduce hang-ups. But, reducing hang-ups is not the emotional trigger in the market's mind.

It's actually 'looking' more professional, appearing larger than perhaps their business is, and impressing people. (This also includes their family and friends!)

These are the emotions behind the perceived needs of my market.

Knowing this, I can custom-tailor my music on hold advertising messages to focus LESS on reducing hang-ups and more on the "emotional triggers" that drive these decisions.

And you can do this as well...

I would recommend Shermer's book for anyone looking to get into the minds of their markets, and help prompt them to take more action toward your business objectives.

Also, it seems like a great read for anyone just interested in how humans have evolved to behave like they do.

Finally, I have read almost all of Shermer's books, and I am very pleased with the tools he provides for viewing the world more accurately.

Regards,

Garrett Todd
Impress Callers - Custom Messaging & Music On Hold
www.impresscallers.com

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An interesting read, overall

I purchased this book at a booksigning, where I got to listen to, and briefly speak with the author, so I was looking forward to reading it. On a whole I enjoyed it. Mr. Shermer's viewpoint on economics is refreshing in an era where economics is all to often viewed as drudgery, or only the result of public policy. Shermer shows himself as an enthusiastic capitalist, and backs up the morality of his views. My only complaints, mostly agreeing with some of the other reviews, are that it often seemed like a collection of anecdotes rather than a tightly wound thesis. Oftentime the attempts to connect observations to the theme of evolution seemed a bit stretched. I have often found it amusing how vigorous proponents of evolution seem to show it the same faith that they criticize in religious beliefs, where anything that be ascribed to it.

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Good primer on cognitive theory applied to business

The chapter on our hard wire biases is excellent. It pulls a lot of information together and is a great introductory primer for those just getting into cognitive theory or a first rate summary for those more well versed. Shermer also shows great clarity of thought on whether we are wired good or bad, noting that moral decisions are often driven more by the circumstances than the wiring. Good stuff on why do-re-mi does not make us happy; we insist on judging oursleves relative to others, and fail to follow the sage of advice of golfer Tom Watson that life is me vs. the course, period. The final Big Idea: just as travel is fatal to prejudice, so is trade and commerce with trusted others fatal to a me,me,me world. Why? When we trade our mind is wired to release dopamine and oxytocin, so that we become "hooked" on the drugs. A worthwhile contribution.

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reviews: 1, 2, 3, page 4, 5, 6

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