Curiosity: The Underutilized Human Trait

Continuing on our journey through the ten key human experiences that make us who we are and how that relates to content and commerce and brands that we are a part of and that we love to consume, today's episode is all about the human characteristic of curiosity. How can curiosity be understood and better used within the world of content and commerce?Surprise and DelightWe are inquisitive creatures, and there is a powerful connection between our curiosity and commerceFree gifts with purchase is a brilliant way drive curiosity and it is a seriously underutilized tool these daysEstée Lauder is credited with this brilliant idea of gift with purchase that would become an element of surprise and delight moving the experience from a transactional mentality to a relationship mentalityAt the end of the day, McDonald’s sells food, but with the Happy Meal toy, they’ve introduced whimsy and fun into the experience“Because we've become concerned about margins and concerned about profitability, we've forgotten all of these other levers that we have that inspire connectivity and loyalty and human connection to our brands.” - IngridPeople too often get caught up in advocating for always and only pursuing either growth or profitability but it’s actually more of a pendulumAmazon & Apple have been free to innovate because they’re playing the long game and have communicated where they are on the growth cycleeCommerce professionals are in a very fast-paced environment that requires curiosity and not everything in our industry is a hitHaving a Test and Learn budget, a known vs unknown framework, in your strategy is helpful in keeping you from getting stuck in what you’ve always done and also holding you back from investing too much in something that may not work outAssociated Links:Check out our other episodes of Infinite ShelfGet ready for Archetypes, our soon to be published 240-page journal! Check it out at ArchetypesJournal.comGet your tickets to our Archetypes Event December 1 in Miami, FLSubscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world! Download VISIONS 2022 NOW! Have any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!