Book of the Month: The Laws of Human Nature by Robert Greene

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.

One of our all time favorites. This book oozes insights on how and why we behave the way we do. Rich with historical stories that illustrate the effects of our human nature on decision making in all kinds of situations.

Key takeaway: People wear masks

As the blog Unearned Wisdom puts it “Every person must adjust the way they behave to the circumstances they are in and to the audience they are speaking to.”

This is incredibly important to understand. For instance, I’m a dad, brother, son, friend, executive, etc. For each situation I am in I wear a mask, (actually, persona is Latin for “mask”) and I behave a certain way according to the mask I am wearing. When I’m wearing a dad mask with my 2 year old, I behave different than when I’m on stage at a conference speaking to 1,000’s of people.

Many variables go into that behavior, but one of the main reasons I behave differently when wearing different masks is I want to be perceived in the best light by the audience I am “performing for” while wearing the specific mask.

This is quite a different shift from the traditional way we’ve viewed humans, especially when it comes to segmentation of populations. We are more than just demographics, we are dynamic humans with a wide range of emotions than govern our behavior…and those are guided by the mask we are wearing at any given moment!

Shakespeare was right, the world is a stage….and we are all actors.

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