Attractology and Business

“The law of attraction is: You don’t attract what you want, you attract what you are”, according to American philosopher and author Dr Wayne Dyer.

Attractology isn’t just the science of looking good, but having personality traits that make you magnetic.

Apart from attracting people of the opposite sex, attractology for businesses means attracting Customers.

Businesses have to understand how the law of attraction applies to them;

You don’t attract Customers by telling them what you are or what you are providing.

You attract Customers by how you are perceived. You, of course,include you, your products and your services.

That brings us to Reality vs. Perception. Rory Sutherland suggests that we fail to realise the difference between what something is, what it means and how it is perceived.

“The same product can mean different things to different people, and there is no such thing as objective product value, at least when it comes to actually selling products (there are objective costs associated with making the product, of course).

Therefore, we have this huge opportunity to influence how people feel – how they perceive our product’s value – as well as the opportunity to optimize the customer”

This is based on the Ladder theory in our brain. I describe this based on the with a real life experience of being cut off by another car when you are driving I have added a buying example for a new male shaving solution showing a half dressed attractive woman on the cover. This is from Rethinking thinking – Trevor Maber.

The ladder Car example Business Example
1st rung: raw data and experience: note the experience of being cut off by the other driver Wonderful new male shaving item with a women’s picture on it
2nd rung: Filter specific details based on our preferences and tendencies, and ignore all other details: filter in how you feel, tightened grip on the wheel, the screeching of brakes, the blood pressure rises, and you notice the expression on the face of the driver Why use women’s picture, you react
3rd rung: Find meaning based on what we are and have learnt filters: I live by rules, I wait in line, first come first served, and the other driver has broken all these rules Shaver for males should not have a women on it
4th rung: Assumptions based on what we created previously and this blurs facts and fiction: the stupid jerk, breaking rules, why does he think he is They want me to buy and present it to him. Why should I
5th rung: develop conclusions based on our assumptions and create emotional reaction: vindictive, heartless, inconsiderate, we feel angry I am not going to be used; I get upset they use women in the picture. That is his job to buy
6th  rung: Adjust our beliefs on what is around us: Last time I will give in I am not going to be used. I will not buy this product
7thrung: we take action based on adjusted beliefs: Back up, roll up, yell Ignore it
  If then the man comes out followed by his pregnant wife, and he apologises that she has to go for a delivery, you calm down If later you find this was invented by a woman, you may calm down and buy

You notice how our beliefs and perceptions can change based on other facts.

So attractology is important, but the perception process made up of 7 ladders is useful in our finding something attractive. This process can change, and if we want to be smart, we should run through the 7 rungs of the ladder one by one, and our perception will be more realistic, and attractology will work better.

Marketers have to make attractology work at first glance and on reflection, and so they have to re-see their products/services.

  1. Get out of your company’s comfort zone of I have a great product…Don’t become comfortable
  2. Do something to get attention (in a date this is the ice-breaker time), increase awareness
  3. Understand their (the customer’s) reality
  4. What prevents them from seeing you the way you are?
  5. What is holding them back from seeing you as you are
  6. How can they be changed to perceive you the way you are

Or how do we change to be perceived in a way they will find us attractive?

Now you can answer these questions for the new men’s shaving solution. Attractology, perception and rethinking!


Gautam Mahajan, 

President, Customer Value Foundation and Inter-Link India

Founder Editor, Journal of Creating Value

New Delhi 110065 +91 98100 60368  

Twitter @ValueCreationJ  Blogs:

Author of Value CreationTotal Customer Value ManagementCustomer Value Investment

Customer Value Foundation (CVF) helps companies to Create Value and profit by Creating Value for the Customers, employee and for each person working with the companies.

Total Customer Value Management (Total CVM) transforms the entire company to focus on Creating Value for the Customer by aligning each person’s role in Creating Customer Value and getting shareholder wealth and Value.

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