Is being “lucky” a key success factor in marketing?


It is a well-known fact: only 1 new launched product out of 8 becomes a real success. A big challenge faced by all companies. So should you surrender to fatality and pray for luck to be successful?

I always wondered how this very high failure quote is überhaupt possible? It can’t be a question of means as the budgets are impressive. Neither is there a lack of competence as highly qualified and experienced marketing experts are in charge of such programs.  So if it is not a question of means or people, what could be the reason?

I have good reasons to believe the actual paradigm, which dominates the marketing community, shows dramatic deficiencies. And let’s be clear, this paradigm is not only ruling the marketing community, but a bigger part of humanity.

The essence of the paradigm consists in the believe people take their decisions rationally and therefore can explain the how’s and the why’s of their decision making process. Traditional market research is based on this paradigm and will provide information about how the consumer thinks about the product, the packaging, the advertisement,… This has without a doubt a certain degree of interest but it clearly fails to lead marketers to success.

There’s more than enough evidence to state that the decision making process is much more non-conscious than previously thought. On the one hand there are many different technologies available to discover the non-conscious processes of the mind.  On the other hand I believe Marketers should not just trust technology but also learn about the laws and processes of the non-conscious mind and integrate these fundamental insights into their marketing programs.

HONEUR or the House of Neuromarketing proposes workshops to cultivate your knowledge and get you started with Neuromarketing. Read more about it here.

About Bart Norré

Marketing and strategy are my passion since more than 25 years I perceive marketing as a profound human dynamic: emotions are the core subject of marketing. That’s why I am strongly interested in Neuromarketing and NLP. I love start-ups and believe in pioneership. As an executive manager I was involved in two famous start-ups in Fribourg, Switzerland. The IMTF group that evolved from 7 to 250 headcounts during my leadership of the company’s marketing strategy and Dartfish SA that has today sold more than 150’000 licenses of the software conceived and marketed by the department I led. 2003 I understood that my proficiency would bring more to society if it would become available to more than one company at once. The 3rd of March 2003 (03.03.03), TM Tandem Marketing was born with the mission to deliver integrated services and coaching to SMB’s. I love to share my passion and beside my two blogs (French and English) I teach at the School of Management in Fribourg and the University of Applied Sciences and Art of Western Switzerland.
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1 Response to Is being “lucky” a key success factor in marketing?

  1. says:

    That’s a great lead-in Bart!  I hope it generates some positive response!  Have a great week!  Peter

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