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“The moral is to the physical as three is to one.” Napoleon

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  • Richard Martin
  • September 23, 2013
  • 12:48 pm
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Richard Martin

Richard Martin empowers leaders to outmaneuver uncertainty and drive change through strategic insight and transformative thinking.
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Apple just launched it’s iPhone 5S and 5C. If ever we needed an example of how moral — i.e., psychological — factors can outweigh physical, material factors in business, then this is it. I am a big fan of Apple products. I have an iPhone, Macbook Pro, and iPad. However, even as a fan I have to admit that I was surprised by the effect that the iPhone 5S has had, with long lineups to get one. The high-end models appear to be outselling the low-end models by a large margin. This just goes to show that psychologically, Apple and its products are miles ahead of competing products. Even though the latter are roughly speaking equivalent in functionality and appearance, consumers still have an emotional attachment to Apple’s products. The media speculation ahead of the launch of the two new iPhones and the public enthusiasm for them demonstrate conclusively that curiosity and emotion drive people to commit to a company’s products and services beyond just the technical and functional characteristics. As with military strategy and tactics, psychological factors are a huge force multiplier.

Food for Thought
Have you created an emotional attachment with your customers, employees, suppliers, distributors, and managers?

© 2013 Richard Martin. Reproduction and quotes are permitted with proper attribution.


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Richard Martin, President of Alcera Consulting Inc.

Richard Martin

Richard Martin is the President of Alcera Consulting Inc., a strategic advisory firm collaborating with top-level leaders to provide strategic insight, navigate uncertainty, and drive transformative change, ensuring market dominance and excellence in public governance. He is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles and the creator of the blog ExploitingChange.com. Richard is also the developer of Strategic Epistemology, a groundbreaking theory that focuses on winning the battle for minds in a world of conflict by dismantling opposing worldviews and ideologies through strategic narrative and archetypal awareness.

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