Dr. Giovanni Calise

Not every purchase is about becoming more successful, earning respect, connecting with other people, helping a cause, or learning something new. Sometimes the explanation is much simpler:We enjoy it. People spend money on great food, vacations, music, games, concerts, comfortable furniture, sporting events, hobbies, movies, coffee, amusement parks, and thousands of other experiences because those things make life more enjoyable. That is the motivation behind Enjoyment & Experience. It is the...

Your customers have lives that extend far beyond the moment they consider your product. They have relationships they want to strengthen, goals they want to reach, experiences they want to enjoy, and responsibilities they take seriously. They also have frustrations, fears, and unanswered questions. Effective marketing begins by understanding how your offer fits into that larger picture. The six human motivations—Belonging, Esteem from Others, Self-Dignity, Enjoyment & Experience, Altruism &...

Think about how many times today you have acted simply because you did not know something. Maybe an unfamiliar charge appeared on your credit card and you immediately searched the company name. Maybe you heard a business term during a meeting and opened Google because everyone else seemed to understand it. Maybe your lawn suddenly developed brown patches, your car started making a strange noise, or somebody mentioned a restaurant you had never heard of. You recognized that something was...