Aristotle’s Poetics for Screenwriters


As I sit here listening to the rain outside my window in Copenhagen, I am staying warm and dry by prepping for next week’s classes. I have a great mix of international students who have given up their summer to explore new frontiers in business. Staying ahead of them is keeping me busy! I am always amazed at the insights to be gained by crossing interdisciplinary boundaries.  The business professors also come in from all over the world and our lunch and dinner conversations keep ideas flowing. I think the beer in Denmark has something to do with it!

This week our focus in advanced market research at CBS is on Aristotle and social innovation (phronesis).  “Telling the story” is the job of marketing in the world of business. And exploring new markets gives ample opportunity for developing a new story. Hopefully – to change the ending of our current economic tale. As a reference guide, Aristotle’s Poetics for Screenwriters is an invaluable tool that works equally well for strategists.  In order to gain competitive advantage, you need to go where other people are not (remember Blue Ocean Strategy)?

Michael Tierno has done a masterful job of walking the reader through the best of Aristotle. Whether or not he realizes it, Tierno has also done a masterful job of walking the reader through the complexities of experiential marketing.  The principles are the same: engage your reader – engage your customer. Create a memorable experience. A story worth telling. A story worth remembering. If you need to insert some new life into the ‘story’ of your business, here is a worthwhile primer. And you get a little philosophy lesson as a bonus. Contemplation for the beach perhaps? You can bring the beer.

Aristotle’s Poetics for Screenwriters: Storytelling Secrets From the Greatest Mind in Western Civilization

The Buying Brain


The popular press tells us that if we understand brain basics, we will sell more – products or services, no matter.  What matters is understanding insights brought to market research by neurophysiology and psychosocioimmunology.  How the brain works.  How the brain processes and stores information given that we take in approximately 11 million bits of information every second.  So with this magnitude of information overload, how to sell to the subconscious mind?  While I don’t necessarily agree with everything the author is proposing, and I am not rushing out to purchase an EEG, or fMRI, there is enough here to make the topic substantive and worth the read.

The Buying Brain: Secrets for Selling to the Subconscious Mind