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“I think it’s sad to think everything can be understood from Big Data. I spoke to one of the world’s most important data scientists a few months ago and thought he would be in love with Big Data, but he was also in love with Data. He said that a hypothesis must first be considered before looking for correlations. In today’s world we are so pressed for time – because of social networks and other things – that we jump right into the correlation because it gives us some instant gratification to display so many numbers backed up with so much data, but we are constantly coming to the wrong conclusions. The race for automation of all areas is destined for failure, an issue that is close to my heart because I live In corporations completely forget humanity “.

Corporations forget about humanity because they depend on lines of profit and share price.Yes, shareholders want to see a share price increase every quarter. But you can’t change an organization in 90 days, it takes time. I think big corporations have become too dependent on the share price. They are addicted to it. A company like Apple, for example, will It’s hard to say to shareholders, “We won’t see a share price increase in the next two years, but we will fundamentally change our primary mission. We want consumers to know that we care about their quality of life and not just extending screen time.”

“Apple, more than other brands, can do that because its business model is not based on screen minutes, but on product sales and, in some cases, software. In my opinion, if they make the change, we will see a lot of brands follow.”

“Fear is a very significant factor in our lives”Lego is the brand Lindstrom has with him for the longest professional relationship of his career. In fact, he began working for Lego at the age of 12, after building a kind of “Legoland mini” that drew the attention of the gaming company. In “Small Data,” he also describes how a visit to the home of a German boy who prided himself on his battered snickers changed Lego’s perception completely and restored her belief in her white kits.Belgo then realized that children still wanted to get involved in things (the boy in question was a skateboard lover whose battered shoes were a reminder of his many workouts) – and to show others the fruits of their hard work. This understanding made Lego stop trying to adapt to the age of screens and realize that children want challenges.My work with Lego and my many years of appreciation for it is related to their dealings with the changing market. One of the company’s problems is that many children no longer have the patience to play in Legos bricks,” says Lindstrom. “They even have trouble holding the game bricks because their fingers are weak because they’re used to the screens. So we spent a lot of time thinking about how to get the kids off the screens to the carpet.”Instead of making kits that make it easier for kids, Lego moved on to make even more complex kits, with more parts, and they provide a great sense of satisfaction. “One of the important principles of Lego was ‘Yes, we want to make computer games, but not give up the physical game,'” he explains. “That’s why they keep pushing the physical game, even when their main competition is the smartphone and not a metal company or other game makers.”

So Lego is on the right side of the battle in front of the screens, but on the other hand, it produces a lot of plastic, and we know there is also a trend of resistance to waste and pollution and a desire to buy less.True, and in the eco aspect Lego is undergoing a huge change. Of course, the company produces a huge amount of plastic game bricks, which is the material responsible for a lot of the destruction of the earth, but Belgo are currently working on making bricks from perishable materials, and I believe that by 2030-2035, 100 percent of their products will be It’s totally expendable. They don’t get anything in return, except for a world that can survive, of course. So I think Lego is a company that does more and more positive things. “Do you have any predictions related to consumer marketing and behavior over the next decade?Trends do not happen overnight, but clearly we see the world becoming too transparent. Many people believe it is good, but it is not exactly so because it is very difficult for us to deal with it as human beings. There are many dimensions of transparency of course, one of which is news The news causes a lot of anxiety and fear, I see it every day when I spend with consumers. Fear is a very significant factor in our lives. Seeing fewer and fewer children playing on the streets, not seeing them playing alone. There is fear of infection, of neighbors, of kidnapping, of sexual assault. So much control of the media, and I don’t think people can handle it, in many ways our situation is better than any other time. S, less poverty, but we do not see it that way. “This is an unintelligible statement, seeing transparency as a negative factor.

“Transparency creates anxiety and we all compare ourselves to billions of people. Comparing the likes, the followers. In my opinion this state of affairs will bring a trend that brings us back to the locals. People will return to communities, to the roots. That means we’ll spend more time in small groups with people who share our opinions, And in the end, it will lead us to live in a kind of resonance box that provides us with self-affirmation, which means we will live in a more segregated society, which includes more and more walls – something that you Israelis certainly understand. The implications of that. In my opinion, this is where the world goes. ” And how do brands fit into this trend?As a result, brands will have a more polarizing role. They will express opinions and global brands may not exist. In my opinion, global brands are dead. Of course Coca-Cola, Nike and Apple will still work out in the beginning, but the others will survive. , Nestle and General Mills – all struggling – they need local voices and brands that speak at the local level – and they can’t maintain thousands of such brands. Ironically, corporate brands will be in a state of struggle, while local brands will move toward global domination. More, but they will also have a very distinct perspective, which is a party. ” I see the results of mobile addiction every day “

It is important for Lindstrom to emphasize that his predictions about the corporate crash are based on an inside look and years of experience with them. “I work with these companies and know the backstage,” he says. “In a lot of cases I have come to tell such companies that I will not work with them. These are not mean people, they are people who are afraid of the future.”Don’t you think big global brands will find a way to survive this crisis? Find a way to create a semblance of change that will keep us from giving them our money?”I don’t think. Kraft Heinz and General Mills, for example – their shares in scuba diving. I think it’s safe to say that you can’t fake it anymore. Their products are full of chemicals. These companies will merge, disappear, or be acquired by other companies, and I think this is good news. The concept that makes such companies think that they can push consumers into obesity-rich products with chemicals that will cause them illness and death – is simply not a viable concept. More and more companies today are choosing to meet high standards of sustainability, and big companies Those of not doing it. And if it’s hard for them too – they will have to pass from this world. “n your travels in the world are you learning something about the differences between people? While your religion is concerned with its structure and concept, may there also be differences between different religions regarding their brand and consumption habits?Since writing Small Data, I’ve visited at least 2,850 homes in over a hundred countries. See a lot of the reality that way, and it’s great that I can do that. When you meet these people – from those who live in tents in Saudi Arabia, to people in Venezuela, Nigeria and Iran – see no difference I feel that in each of these places I can predict what people will do before they are aware of it.

“I can predict what their bedroom looks like because I connect points, and find people who are very similar in very different places. The important pillars are the same. It’s all on the surface, underneath it all pretty much the same.”The idea behind “Small Data” is an irreplaceable reminder to meet people in their natural environment. Perhaps this is not only proof that Big Data is not enough, but also that neurological research is not enough, that the remote and scientific perspective does not advance us as we thought.I think we all – because of the smartphones and screens mostly – lose meaningful things when we think we don’t need people anymore. It makes me sad. That’s why I gave up on the smartphone. I asked one of the women I met in Saudi Arabia this week about the legends they told her when she was a child, When I asked her which fairy tales she reads to her children, she told me “nobody.” I asked her if they didn’t hear stories or read, and she said they preferred the screen. The only story she did tell them was about a child who came out He was kidnapped on the street and his conclusion was not to leave the house. It was depressing. “So do you have any advice for those who want to abandon the smartphone?Say it this way: If I can do it – you can do it. I started it as a year’s experiment and believed I would be back on the phone at the end of this year. Today, a year and a half later, I can say I will never return the smartphone to my life. Nausea when I see him.I see the results of this addiction every day. Yesterday I met a mother who decided that the children were so addicted to screens that she would rather see everything on a big screen than a small one. She told me he sat there for 17 hours. These are things I’ve seen in the US, Canada and Asia, and I’m sure it exists in Israel as well. ” Thus, Lindstrom referred the neuro-marketing research to tobacco companie

“My mom was a heavy smoker, and I tried to make her quit for years,” says Lindstrom about the circumstances that led him to embark on a campaign that would hit the tobacco companies’ pocket and went well beyond what he expected. “I realized that there was a deeper psychology involved in smoking and addiction, and that is why I started in 2006 with a brain study designed to examine how at least people can start smoking.One hypothesis was that Philip Morris uses something considered subconscious advertising. We looked at what symbols Philip Morris has used for years and embedded in smokers’ minds. Subconscious, which means that people are affected by the advertising of tobacco companies even without the clear logo, which was the first time that the effects of such advertising were scientifically proven.I wrote an article in the Wall Street Journal about the sponsorship of Philip Morris for Formula One racing. Philip Morris had to withdraw the $ 120 million sponsorship, following our survey that we found that the use of red, white, and black barcodes also provoked people “The desire to smoke. The colors were sufficiently identified with the Marlboro brand. Unconsciously, potential smokers and smokers developed a desire for smoke, and this proved that Philip Morris advertised in a way that was not regulated by European regulation. This was one result of this study.”

What else did you draw from the study?Another thing that happened is that we came to realize that the health warnings on packaging have the opposite effect. The two types of warnings, the ones used in the US and the ones used in Europe, make people want to smoke more – and not less. The more you see a particular graphic, the more it calls Craving for smoke.The warnings triggered a brain area called the ‘nucleus of accumbens’ that is responsible for the passion. Following this kind of scientific evidence, Canada removed the textual warnings and all the brand’s identifying markers from cigarette packets, and Australia has done so in the next few years. She died four years ago as a result of smoking. But it had an impact on the lives of many other people who would not start smoking. “In Israel, there were tough battles last year around a law to limit cigarette advertising, which also includes switching to unbranded packs. Eventually the law was passed.Yes, it is very difficult to resist the tobacco companies. The companies are suing the countries one by one for lost profits, for example this happened in Australia. But the change and cigarette sales are declining in the US and Europe.What about e-cigarettes?The next fight is definitely e-cigarettes. Philip Morris presents the e-cigarettes as something completely different, but we know they’re not good for us either. The truth is that before this battle, the next big battle will be against sugar. Then the battle will be against smartphones and only then. Electronic Cigarettes ” After the acquisition: Sharon Zechet, CEO of the real estate company Layer, retiresA deadline has yet to be set for the termination of his right, and his terms of retirement have not yet been finalized after about 7 years in the position of chief executive officer

(705.5 -0.27%) Sharon is right, to the company for his decision to quit his job. A deadline has yet to be set for the termination of his right, and his terms of retirement have not yet been finalized. Zechit decided to retire after the acquisition of control of the company was completed in March this year from the hands of Yigal Ahobi to the hands of Yunnel Cohen, Itzik Oz and the Golden House company. As part of the transaction, my lover concluded a sale of 50.1% of the stratified shares, together with the minority shareholder Zvi Biran, for a total amount of about NIS 104 million, according to a share price of NIS 7.9, which reflected a stratified value

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