Habit: The 95% of Behavior Marketers Ignore - By Neale Martin

The premise of this book is that most decisions are with our unconscious "habitual" mind, yet most products are marketed to our logical, conscious "executive" mind. It's an interesting idea that is described and explained in this well written book.

I recommend it here not because you are marketing consumer goods or in charge of large advertising and marketing budgets. (While certainly that is one of the targets for this book.) I recommend it because it has much to say to all of us - as leaders, communicators, teachers, and parents too. After all, in all of those roles we find ourselves needing to persuade, don't we?

The book sets the table for the premise by explaining (in layman's terms) some important brain concepts that are then expounded upon from a marketing perspective through the rest of the book.

If you are interested in sales and marketing you will definitely enjoy this book. Perhaps of broader application, if you are interested in persuasion and how to communicate using our growing knowledge of the brain, you will benefit as well.

While the book isn't written specifically from this perspective, it will shed new light and provide you with much food for thought for improving your own communication and persuasion habits and skills.

You can pick up a copy at Amazon or your favorite book seller.