Executive Briefings

Superman, Batman and Worldviews

Everyone sees the world differently, but our worldviews vary in clumps. Some people are focused on today, some on tomorrow. Some people see an innovation as an opportunity, others see a risk. Some people want strength while others seek obedience. Some want facts, others prefer fables.

Smart marketers understand that these biases and expectations are shared across particular groups (sometimes connected groups--tribes). When speaking to the market, you will always do better if your story resonates with the worldview of the collective you're trying to reach. Yes, this grouping is a gross generalization, perhaps one that will lead to errors. On the other hand, it's far more effective than assuming that everyone sees and hears the same (or different).

Consider two common worldviews: Superman's and Batman's.

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Everyone sees the world differently, but our worldviews vary in clumps. Some people are focused on today, some on tomorrow. Some people see an innovation as an opportunity, others see a risk. Some people want strength while others seek obedience. Some want facts, others prefer fables.

Smart marketers understand that these biases and expectations are shared across particular groups (sometimes connected groups--tribes). When speaking to the market, you will always do better if your story resonates with the worldview of the collective you're trying to reach. Yes, this grouping is a gross generalization, perhaps one that will lead to errors. On the other hand, it's far more effective than assuming that everyone sees and hears the same (or different).

Consider two common worldviews: Superman's and Batman's.

READ MORE