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All Consumer Decision-Making is Object Relationship Mathematics

In today's world the object that the entire advertising system is built around is the person.

Facebook hunt's your life down to create and add to a database of perceptions around who you are.

Sally likes Mercedes

Sally visits NFl.com

Sally earns

Sally is <Life status, income, political preference, hobbies, interests, sports, it’s a massive deeply invasive unethical list>

Psychographics are where the agencies hang their hats and it often leads to personas:

Dave is 38, he lives with his wife and two kids.

He likes Dr Who.

He like Coventry FC

The persona goes on and on about ‘Dave’ but it doesn’t tell you the what or the why about anything he likes, how he shops, when or indeed why. (This is a small extract of an A.I. Tool persona, which was made up from 18,000,000 data points which sounds epic until you realise those 18,000,000 data points are just a really quick way to generate irrelevant nonsense!)

Programmatic & Cookies are hammering your online behaviour to build various combinations to predict your future.

Kirk bought some tuna last Tuesday.

Sell Kirk some Sushi next Tuesday.

Kirk looked at a pink car.

Sell Kirk a pink umbrella tomorrow.

All of these are platforms, data and techniques that anchor an advertising system that has adverts being ignored 98.81% of the time.

Facebook literally sells ‘It doesn’t matter about clicks, it’s about impressions, they will eventually come back’, and frankly, it’s nonsense.

In today's world the object is the problem

Consider Kirk, he was only looking at that car for a laugh and he has no desire for an umbrella.

Consider Sally, she will not buy a watch simply because you show an NFL player in an advert.

Consider Dave, he will not buy your new TV because you insert a Dr Who actor in the advert.

In a deeply ironic way, by focusing on the human as the object the advertising system isn’t actually understanding what they want or why, the advertising system is simply making assumptions by invading the object’s (the human’s) life.


The system doesn’t have a clue how you think, how you feel or if you give two shits about a pink umbrella.

Enter the Matrix

All of the above stems from analysis and thinking we developed in 2015.

It led us to a question - What happens when the human is no longer the object?

Well the first thought we had was, what is the alternative, what is the gap?

The Gap was not a brand, not an advert, certainly not the human life or invading that life, it was the product.

What we did was go on a journey to examine the object that matters - the umbrella.

Let us take you on a journey of how each human experiences the world and how it relates to umbrellas and any other consumer product we may or may not want to purchase.

Here is how the brain's operating system comes to be and creates our perception of the world.

  • The brain experiences life when you are a child.

  • The brain assembles structure based on the pattern of life it experiences.

  • The brain adds rules, ethics and behaviour based on how it is shown how to behave, how others treat it and ultimately the environment it experiences.

  • The brain is set up to take all of those behaviours and automate it all into millions of habits as it lives for & loves automation.

  • The brain is now ready to make decisions about everything it consumes, everything it desires, everything it dislikes and will strongly never desire.

That’s the Science of Decision-Making unboxed, we experience stuff and it affects our preferences, our preferences are influenced by life, by people, by shit that happens and those preferences become our decisions.

The brain automates decisions because that is its job, to learn a pattern and then repeat a pattern. After all, the brain has to make 35,000 decisions a day and less than 2% of those decisions become conscious:

I am hungry, I smell Korean BBQ, I like Korean BBQ = Conscious Decision to buy and eat said BBQ!

I don’t know why my friend is trying to stuff a Brussel Sprout in my mouth. I know that I hate Brussel Sprouts because when I was 5 my best mate said they were made from bogies = conscious decision to stop my friend attempting to shove death into my mouth!

That’s the simplicity of a really complex operating system that is the decision-making process which makes up how we each uniquely perceive life and thus do and don’t do things.

It’s also why invading one's life to know I like Pink Cars, Tuna, Coventry F.C, Mercedes, doesn’t mean diddly squat when you show me a Pink Umbrella.

There is deeper scientific reasoning here as to what those products mean to you and why.

The product

Object mathematics was something that we created using insights from the world of clinical psychology and psychiatry.

You see, we humans hang an anchor off all that we see. The Brussel Sprout story is an example of an anchor. Those of us who experienced the bogie perception of the Brussel Sprout anchored a meaning on to the product that we don’t like and there is a reason for that.

What is true for trauma is deepmind type anchors, things that override the system and make us feel awful and dominate our thinking = a deep mind anchor.

So for self, how we see ourselves and think about ourselves and our life is full of perception anchors that generate completely different meanings for other humans who may experience exactly the same things we do. It’s the perception game.

We took this science and added mathematics to it. It’s quite logical really, if we humans put anchors and meaning against everything we experience in life then those anchors are the different variables for how people see objects, the variables of decision-making!

The Science of Cool

Understanding the variables of decision-making got us into our really deep breakthrough.

Consider this - if each of the things we experience, see, perceive, desire, feel so-so or simply dislike and reject is a variable, then it opens the door to all kinds of self perception.

  • Would you wear a 1950’s purple Zoot suit?

  • Would you wear a Stussy bucket hat?

  • Would you wear any bucket?

  • Would you carry a pink umbrella to work?

  • Would you carry a pink umbrella at all?

  • Would you eat a Brussel Sprout cooked with bacon?

  • Would you punch me out for shoving a Brussel Sprout in your face?

  • Would you wear the latest trend from Prada?

  • Would you wear the latest trend from Prada but only if you scored it in a big sale?

  • Would you buy things only at full price?

  • Would you buy things only at discounted prices?

  • Would you only wear a polo shirt if it showed the logo on the left breast?

  • Would you only wear a polo shirt if the logo wasn’t shown anywhere?

All simple questions.

All relate to how we make decisions.

All come from the unconscious, which is the database of the life we have experienced.

It’s where the mathematics of self are stored. It’s how we store our point of view for every object we experience in life!

We combined this self perception, this concept of how we see ourselves, in essence how cool we are with object mathematics.

Six years later we have over 300 algorithms and a 296 part model and all are serving one simple object change.

The relationship between the object and person

The reason we all dislike adverts, emails and stuff and don’t engage with 98.81% of what we see is because it’s not relevant.

It does not touch the anchors that we need to see and experience to trigger our desire, our want to engage, our need to buy.

The reason we get 75-150% above the industry average for metrics, profit growth between 3-21% and above all else, savings of 18-26% is because we’ve figured out how to flip the debate to reveal the truth.

That debate is driven by understanding the 100’s of variables within any object and then aligning those variables to how the person feels about the object in question. Let’s relook at the Pink Umbrella with objective eyes.

If you know how Kirk feels about the Pink Umbrella you know whether he’s even worth investing time and money in persuading that your Pink Umbrella is the best. When Kirk is the wrong person and will never want your frigging umbrella, leave him be.

Instead know that Kirk wants a wooden duck shaped handled dandy gentlemans umbrella but only at full price and only if you show him the artisan process and know it will take five engagements before he will buy so make sure you entertain him.

If you know Dave deeply desires a Pink Umbrella but his loyalty is to the umbrella and not you as a brand then you know you have to work to convince him.

Dave wants a richer story led experience and to have his imagination triggered. He wants proof that other people like him have had their desire sated by this Pink Umbrella. Dave is ready to be convinced and converted.

If you know Sally really, really really wants one of your weekend bags you can halt any notion of leading with your Pink Umbrella and go to her need, her loyalty, her preferences and simply give her what she desires.

Knowing how Sally thinks and feels, her colour preferences, her need to check the bag interior and to know it can cover her for weekends away, are the creative components to focus on.

This is connecting the object as a product to the meaning of the person.

Objects, anchors, decision-making, science, all unboxed to do what advertising did during its golden age in 1930-1950; it was consumer first, person first, personal relevance first.

We are in a privileged position of working with over 50 brands, we are currently working with Global brands in Fashion, Jewellery, Automotive, Technology, Beauty and FMCG because we get results by flipping the debate to one of relevance.


We’ve just added some math and got brands to point themselves at the right object and look inside to see the answers that they always had.

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