In our book of the month series we will highlight some key aspects found in the book that will help you in your job. If you are in strategy, marketing, branding, consumer insights or market research this is a must read. There is no B2C or B2B….you are selling products to humans and in order to be the best professional…you need to understand how and why humans behave the way they do.

This month’s featured book is “Laws of Human Nature” by Robert Greene.

“There is an animal part of you that is highly tuned to the present – the latest news and trends, the opinions of people around you, or whatever is most dramatic.” (from Unearned Wisdom’s analysis on the book).

We are all drawn to the “dramatic”. It’s how we survived as humans. Back in the day “dramatic” was less defined as what is trending on Facebook, and more defined by, “There is a tiger running at you …. run!” So we evolved to give inordinate attention on the here and now. This was great for survival, but times have changed quite considerably. Especially if you are looking to get ahead in your career you need to fight this!

The toughest thing is to separate trends and opinions that are white noise vs. what matters. Luckily, the best approach to separating noise from important areas of focus is readily accessible …. study what have humans done previously when presented with similar situations (or just work with us and we’ll do that for you 🙂

There is a certain peace granted for the individual that is able to mentally elevate their viewpoint of themselves, their situation, and see the world from a higher perspective and separate the noise from what really matters. This works in business, and in life.

The first step is knowing these animal instincts exist, and they do affect your behavior, thoughts, opinions and attitudes. The next step you need to take is understanding how to view each scenario from a higher perspective.

Do this for every situation and you’ll be amazed at how much better your decisions become.
If you would like to learn how to use our research systems to understand if you are focused on the right stuff vs. the noise email us at

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