Distinctive Edge

Having a distinctive edge means two things.

It means you have the ability, and will get better results with an equal input to a task, than your competitors. Equal input ~ better results.
It also means your expertise and good judgment will set you above those with more resourcefulness. Less form ~ superior outcomes.

But what is it you have to do to totally own a distinctive edge over others? Well consider this:

From birth the brain will learn a new word every two hours for the next ten years. Every part of your body is burning up energy, but its your brain that burns the most. Your brain burns up one fifth of everything you consume, and is the hottest part of your body. Whether you are active or resting, your brain has total responsibility of keeping you alive.

Your brain is always busy 24/7, you’re just not aware of it. Your brain is performing thousands of tasks every second of every day. When you hear, see or feel, you don’t just do it with your ears, eyes or hand, but you do it with your brain. Your ears eyes and nose are just sensors. It’s deep inside your brain that translates the signals. It’s your brain that makes sense of your sensors, and it’s increasing by about 150,000 nerve cells each generation.

A quarter of your brain is devoted purely to vision. Much more than any other senses. What you see when you look into the back of the eye is the only part of the brain visible from the outside wall. At the back of the eye is the direct extension of the brain. All visual information is processed at the back of the head. You actually see with your brain.

The eyes are the first step and the brain does most of the real work. It’s your brain that makes sense of what you see. Although colour distance shape and motion are all processed separately, your brain combines all these separate elements into one coherent view of the world.

The brain’s hardest task is how to deal with human society. If you think about it, the most complicated thing an ancient human would meet in their lives would not be food, nor a tool or a predator, but another human.

The bottom line is that it’s other people, not the world itself that’s difficult to deal with. To work out the motives of others, to persuade and influence, to make friends and not enemies all takes brains. (Professor Winston Marsh The Human Body 2004)

What do you have to do to create a distinctive edge over others ~ understand what they are thinking.

In marketing when we want someone else to do what we want them to do, we tap into primary emotions. They are:

Amusement

Anger

Contentment

Disgust

Fear

Neutral

Sadness

Surprise

When we do this successfully, we can bring about:

Arousal

Confusion

Contempt

Embarrassment

Happiness

Interest

Pain

Pride

Relief

Tension

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