A Deeper Truth
The New Science of Innovation, Human Choice and Societal Scale Behavior
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5.0 • 1 Rating
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- $9.99
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- $9.99
Publisher Description
A Deeper Truth explains why 9 out of 10 new products fail, the neuroscience behind human choice, and how disruptive successes leverage the fundamental nature of human decision-making.
Backed by research across a dozen disciplines, A Deeper Truth explains how genetics and neurology impact perception, behavior, and choice. It also succeeds in providing a comprehensive explanation for disruption even in the arenas where Clayton Christensen himself acknowledges Disruption Theory fails.
Filled with stories and anecdotes, this book succeeds at being entertaining while defining the neurological, social, and evolutionary forces that influence our choices to adopt or reject new things. From products to social norms, these forces are reduced to rules that can be readily applied to de-risk innovation, predict how groups will respond, and ensure the success of your next change initiative, new product, startup, or innovation.
Customer Reviews
Great read!!
Heading to university soon for Business and Commerce and this text was a wonderful insight into the clearly experienced and accomplished marketing mind that Tim has. A must read for anyone interested in broadening their understanding of human behavior and it’s relation to the business world.