Business Book Summary #16: “Neuromarketing” by Christophe Morin and Patrick Renvoise

Hey Steve,

Swung by readitfor.me to catch your latest review. I haven't read this book, but It seems like it's a repackaging of some old ideas. Some of the terminology is new, but the concepts seem familiar. Am I off on this? Did you feel the book offered new insights?

Appreciate your work, the reviews are well done, visually stimulating (for us visual learners:) and have become a regular part of my personal development. Please keep it up.

Todd - there are definitely some older ideas in the book, but they've been put together in a way that truly does make sense. There are some new insights in there as well.

Good summary Steve. Question: do the authors tie their principles together in the book with the notion of creating a "closing plan?" The best sales people I've ever met can tell you exactly where they are in the process of driving to the close. They know the next steps; how to lever the deciders and the influencers at the right time; key pain points; key messaging at specific points across the close plan; how & when to position the financials/economics of the deal; and most importantly, probability and timing to close. Good stuff in your summary! Thanks. --tim

Hi Steve,
Interesting summary, some of the theories resonate with ideas expressed in Kaplan Thaler and Koval's book, "The power of small". The little things can and often do make a big difference and how we communicate is key. The importance of knowing what the client actually needs and what lights their fire as opposed to what we think they want should never be underestimated. I like the analysis of the pain model.
As David Rock in his book "Quiet Leadership" points out we are now paid to think rather than paid to do, so we need to explore ideas like Christophe's not just in the marketing sense.
YOU have done another great job this week.

You really should have a link to buy this via amazon, and get yourself a little affiliate income. You do such a good job on these.