How to Market to Primates in a Complex World

A session at Planning-ness

Ethan Decker, Group Director of Insight & Strategy at The Integer Group

Complexity science helps describe the dynamics of flocks, schools, storms and fads. These systems can be predicted ‘on average’ but not specifically–a problem if you want to know if YOUR campaign will work, not if campaigns IN GENERAL work. The best bet at predicting and influencing these systems is to have a good model of the individual parts — the birds, fish, molecules and primates. This session will teach you the principles and laws of complex systems to explain why they are inherently unpredictable, as well as the rules of primate behavior that help you influence people’s behavior–and therefore influence what people will flock to.

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Ethan Decker

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