Sep 6, 2019
The physical representation of concepts is an important tool to
use in your business. Things like colors and shapes can be recalled
by our brains and associated with other non related things. This
topic is really an amalgamation of other concepts, but it’s still a
valuable tool to understand and use when communicating about your
business. This episode gives examples of making concepts tangible,
and their practical applications in business.
This topic is the last main concept from my research paper that
I announced last week. I also gave tips on running experiments
like: keep it small, be thoughtful, and test often. I am super
excited about next week, because I’ll finally be sharing my study
on on increasing savings behavior and its results.
And...speaking of exciting, the Brainy Pricing Course goes live
Monday, September 9! Learn all about it and save with special
discount codes below:
Workshop Bundle Save $100 with code BRAINY100OFF
Only Save $50 with code BRAINY50OFF
- [04:59] This isn't really a topic you can easily look up. It's
more of an accepted premise. The physical representation of
concepts is an amalgamation of various other concepts.
- [05:35] The brain works on associations.
- [07:47] Colors and shapes bring a physical presence that can be
recalled easier than words. Your brain has been trained to
recognize this physical representation of the concept of street
signs (as explained here).
- [08:56] Logos are physical representations of the concept of a
- [09:27] The physical manifestation of the brand makes the
business more real in your mind because there is a logo to relate
- [10:21] This is not exactly the same as anthropomorphism, which
is when animals or objects are given human-like tendencies; it can
be a similar concept because it helps you relate to the item in
- [10:52] Abstract concepts are everywhere in business, and they
can easily cause miscommunication in conversations or messaging.
Providing a physical reference point makes everything feel more
- [15:16] I did not want to get rid of my DVDs during a
decluttering session. The reason why was because the physical,
tangible, representation – the box and the item itself – was tied
to my emotional center and triggered loss aversion.
- [16:06] Where could you inject physical form we're only
concepts exist in your business today?
- [16:48] How Progressive took the concept of insurance and made
- [18:41] When you take something from conceptual to tangible, it
makes it easier for the brain to categorize, relate, and
- [19:19] Pictures, logos, and icons make your business and its
features feel real.
- [19:29] Physical representation can help remind you of
associations that you have made previously or that are important to
- [19:56] Physical items are a constant reminder to your
- [21:57] You can make physical items that remind people of your
business without having your name plastered all over them, that
will be subtle reminders of you and your business.
- [22:04] A strong brand is able to live through the lack of
words and evoke feelings – they leave an impression even without
- [23:31] What could your business do to be a constant
association and reminder in the brains of your customers?
- [25:01] I share a credit union concept where the idea of using
logos on items could have gone very wrong. Keep in mind that small
- [25:53] For your business, consider the emotions you want to
convey – the things you want people to think when they consider
your brand. Or, when they might be most likely to need your brand.
What can you provide that will help them and remind them of
- [27:10] You can also create visuals around what you want to do
to help achieve your goals. What you surround yourself with has a
HUGE impact on your approach to life, business and your success.
This is priming in action.
- [27:32] I want to help you surround yourself with the right
physical representation of the concepts you care about to help you
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