According to Zaltman, getting customer-centric means getting in sync with the “complex system of mind, brain, body, and society” that rules consumer behavior. And that means getting interdisciplinary. Zaltman calls on neurobiology, linguistics, and art theory to inject creativity and rigor into marketing.
The first step to higher-order marketing is to digest some “startling truths” about the nature of human communication, thought, emotion, and memory. The technology that changes everything we know about marketing, Zaltman says, is more primordial and more powerful than the Internet: It’s the human brain.