i Praise for Emotionomics “Dan Hill’s book is a revelation. Marketers have clearly overemphasized the power of rational over emotional factors in their ads, packaging, product design, and sales presentations. We all know that emotions count but we lacked the vocabulary and tools for capturing and quantifying emotional appeals and impacts. Read this book so that your next marketing campaign creates high emotional buy-in.” Philip Kotler, S C Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University “Emotionomics leads the global business mindset into a new paradigm – one that demands and rewards sensory and emotional connections between the 21st-century corporate entity and its consumers. Dan Hill’s expertise guides business in securing the bonds of empathy that will drive commercial growth over the coming years.” Martin Lindstrom, author of BRAND sense and BRANDchild “Dan Hill’s new book is the most penetrating and playful application of the latest research in the psychology of emotions, human interaction, neuroscience and endocrinology to sales and marketing. Read it – you’ll never think about your brand the same again!” Professor Richard Boyatzis, Departments of Organizational Behavior and Psychology Case Western Reserve University, co-author of Primal Leadership and Resonant Leadership “Dan Hill tantalizes us to the very end! He travels along familiar paths to what we are afraid to know and yet knew all along. Emotionomics compels us to rethink all old assumptions. It captures the heart of capitalism! We must blend our aspirations and business imagination with our heartfelt intentions to truly engage those we serve. This is a ‘must read’ for all great leaders and great followers!” Juli Ann Reynolds, President & CEO, Tom Peters Company ii “Emotionomics is a powerful new work that pushes the limits of research into the emotional dynamics that connect brands with people. By using facial movements as an expression of the subconscious, Emotionomics captures powerful emotional responses and gives new insights into people’s subconscious realities. This book is a must-read for marketers and designers, as it sheds new light on the ways brands can better fulfil consumers’ unspoken desires.” Marc Gobé, author of Emotional Branding and Brandjam and Chairman and CEO, Desgrippes Gobé “Dan Hill has cracked the code on how to get deep inside the hearts and minds of today’s consumer. Emotionomics provides a ‘radical’ approach to the holy grail of business: find out what the customer really wants. He deftly blends the best of the old (rational appeal) with the radically new (emotional connection) to offer businesses an effective way to reframe their products and their marketing. The book itself is visually exciting, simply presented, and well designed. Halleluiah! The heart can no longer be marginalized if you really want to connect to your customer.” Robyn Waters, author of The Trendmaster’s Guide and The Hummer and the Mini: Navigating the Contradictions of the New Trend Landscape “Every aspiring experience stager must understand how to manipulate – and I mean that in the nicest possible way! – the emotions of its customers. Read Emotionomics to learn how to do so in a way they will perceive as authentic. How you market to your customers will never be the same.” B Joseph Pine II, co-author of The Experience Economy and Authenticity: What Consumers Really Want “Emotions matter! Long gone are the days when it was enough to help your customers ‘understand’ what you sell, or grasp rationally what it can do for them. On today’s increasingly competitive playing field, marketers missing emotional savvy won’t be able to keep up. Happily, Dan Hill’s compelling examples show how the findings can predict the future before you commit your budget. If you’re looking to build the success rate of your marketing, communication or hiring decisions – and who isn’t? – cancel your meetings until you’ve read Emotionomics cover to cover!” Marti Barletta, author of Marketing to Women iii “Consumers often answer ‘yes’ when they mean ‘no’. Emotionomics will help you get emotionally and rationally integrated and finally understood.” Michael J Silverstein, author of Treasure Hunt and Senior Vice President, Boston Consulting Group “Reading Dan Hill’s new book, Emotionomics, was fascinating, with hundreds of useful ways of discovering how consumers say one thing but feel and do another. Dan gets to the ‘heart’ of consumer choice and brand loyalty, proving that if our eyes are mirrors of the soul, then our faces are translators of desire.” Faith Popcorn, author of The Popcorn Report “Emotionomics is a truly unique read. Mr Hill’s cutting edge applications of sensory, emotional and rational research are a must for today’s business environment.” Daniel H Pink, author of A Whole New Mind “Business – take heed! Emotions can make the difference between success and failure, and Dan Hill’s book offers valuable insights.” Daniel L Shapiro PhD, Harvard Negotiation Project; co-author of Beyond Reason: Using Emotions as You Negotiate “Dan Hill’s new book should be a core part of any Human Performance Centre of Excellence across industries. His fresh insight and keen understanding of emotions and their critical ‘mind–business’ connection helps define the future of successful and happy companies that realize exceptional results. Read it, enjoy it, apply it!” Cathy L Greenburg PhD, co-author with Marshall Goldsmith of Global Leadership Next Generation and co-author of What Happy Companies Know: How the New Science of Happiness Can Change Your Company for the Better “Emotionomics is a must read for marketing and advertising executives looking for more creative insights to benefit their brands, products and services. It makes current fads such as hypnotized focus groups, anthropological explorations and derived importance analyses look like tools from another century.” Kevin J Clancy PhD, Chairman, Copernicus Marketing Consulting and Research iv “Emotionomics is a must-read book for all businesses aiming to create and maintain a dynamic, persistent and potent brand. Most brand owners fail to infuse emotional attributes to their brands. The dynamic of how emotions can be utilized to sell your brand is very well-outlined and described in the pages of this book. Fasten your seat belts and discover what you’ve missed in your organization and your brand, in order to be productive, creative and to engage with your target audience. The invaluable insights in this book are the keys to your success for your brands to flourish both locally and globally.” Said Aghil Baaghil, marketing strategist and author of Eccentric Marketing “Being able to appeal to customers emotionally is the way to success in the marketplace. It is a profound transformation. It is not easy, but Dan Hill shows how to do it – in a convincing and fun way.” Rolf Jensen, author of The Dream Society v A profound, practical guide to navigating the emotional dynamics that determine a company’s sales and productivity Step closer to customers and employees, step ahead of competitors. How? First, by acknowledging the say/feel gap: the frequent disconnect between what people say versus how they feel and what they will actually do. Then by adopting a new approach to measure and manage emotions. Achieve success by ensuring that one’s efforts avoid the say/feel gap into which most of the business world falls. In the tradition of Blink and Emotional Intelligence, Dan Hill takes a concise, incisive look at how breakthroughs in brain science have mind- opening implications for how companies should be conducting business in the 21st century. Gone is the old consumer and worker model in which appeals to utilitarian benefits alone will carry the day. Instead, making a sensory–emotional connection through superior creativity and empathy becomes the key to winning over those on whom profitability depends. What can bridge the say/feel gap, exposing the self-justifying rationali- zations (intellectual alibis) that often mask people’s true, intuitive gut reaction? It’s facial coding, a research tool so powerful that both the CIA and FBI rely on it and so universal that, as Charles Darwin first realized, even a person born blind signals feelings to others using the same facial muscle movements. As the originator and decade-long veteran of applying facial coding to business issues, Hill is uniquely qualified to quantify the extent of the say/feel gap and instruct companies on ways to maximize emotional buy-in. Advantage now depends on mastering the emotional dynamics that actu- ally drive results. So to help readers survive and thrive in today’s extraordi- narily competitive environment, Emotionomics comes complete with: • emotional strategies for success, using the Emotionomics Matrix™ as a guide; • specific, tactical action plans ready to be enacted; • real-life examples from leading companies; • a top-line introduction of how to read faces; • a vast supply of helpful, provocative and, at times, amusing insights about human nature. vi THIS PAGE IS INTENTIONALLY LEFT BLANK vii Emotionomics viii THIS PAGE IS INTENTIONALLY LEFT BLANK ix Emotionomics Leveraging emotions for business success Revised Edition Dan Hill London and Philadelphia x Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused.