Unlocking the Secrets of Irrational Mathematics: A Revolution in Human-Centered Marketing
We like to think of ourselves as perfectly rational beings, guided by clear reasoning and straightforward logic. Yet, if we’re honest, we know that's not always the case. Our decisions often feel less like a flowchart and more like a whirlwind—instincts, gut feelings, moods, and subconscious biases all coming into play. And here’s the twist: though our actions may look irrational from the outside, to us, they're simply our normal.
This insight—this powerful realization that irrationality is deeply, uniquely personal—is what led to the concept of Irrational Mathematics back in 2015. It started with a simple idea: if we want to decode why people do what they do, we need to understand that irrationality, as we see it, isn’t irrational at all. It’s personal, contextual, and profoundly logical to the individual making the decision.
The Journey to Decoding Human Behavior
Let’s think of the brain like a computer, and a newborn’s mind as an empty, conscious machine. In the beginning, we’re pure awareness, absorbing every experience like code building an operating system. As we learn, behaviors start to form, we create "if-then" responses, and over time, these evolve into habits. This is the subconscious kicking in—a freethinking capability allowing us to adapt, to adjust our actions, and respond to others in real-time.
By adolescence, much of this code is automated, forming what we call the unconscious. And it’s this unconscious mind—a database of our habits, experiences, emotions, and preferences—that becomes the primary driver behind our choices and decisions. It’s what guides everything from what products catch our eye to the brands we feel connected to and return to time and again.
The Database of Self: The Secret Behind Effective Marketing
Understanding this unconscious mind is the golden ticket for anyone seeking to connect, influence, and engage with an audience on a deeper level. Why? Because the unconscious mind isn’t static—it can be optimized. By understanding the architecture of this database—how decisions are shaped by years of coded experience—we can design interactions that resonate personally, creating moments of genuine impact.
This concept of "Irrational Mathematics" fuels a radical approach to customer engagement. Here, marketing stops being about shouting louder and starts becoming about truly understanding why people respond the way they do.
Bringing Irrational Mathematics to Life in Your Marketing Strategy
Imagine applying this thinking across all your marketing channels:
- Personalized Content That Speaks to Core Desires
Instead of making generic offers, dive into the emotional and habitual triggers that shape customer choices. Target behaviors that speak to their established preferences, creating content that feels like it's been crafted just for them. - Embrace the Power of Storytelling to Bridge Logic and Emotion
Good storytelling taps into the subconscious, linking your product to the customer's sense of self. When your brand narrative aligns with their internal "database," you’re no longer selling a product; you’re helping them affirm who they are and who they want to become. - Segment Based on Deeper Behavioral Patterns
Move beyond traditional demographics. Imagine segmenting your audience not just by age or location but by the deeper behaviors and preferences embedded in their unconscious mind. This creates a nuanced approach where each interaction feels deeply relevant, yielding higher engagement and conversions. - Optimize the Experience by Testing and Adapting in Real-Time
The beauty of the unconscious mind is that, though slow to change, it’s always absorbing. Test variations in your messaging, design, and offers to see what resonates. Adjust accordingly, ensuring each touchpoint reinforces and aligns with your customer’s internal "math."
The Future: Self-Understanding as a Key to Freedom and Fulfillment
Here’s where this journey transcends business: understanding the "math of self" isn’t just about improving marketing metrics; it's about empowering individuals to understand why they do what they do. Self-awareness, after all, is its own form of freedom. By understanding our own internal logic, we’re free to make choices with clarity—whether it’s to embrace our habits or transform them.
When you grasp the unconscious processes driving your customers' decisions, you’re not just improving your conversion rates; you're offering them something far more valuable: the comfort of being understood. And in a world overflowing with noise and distraction, that’s something truly unforgettable.
The Brain Worm: What would change in your strategy if you accepted that irrationality is, at its core, profoundly rational? What new opportunities would emerge if you aligned every interaction with the authentic, often hidden, drivers of human choice?