1. RIDING THE WAVE OF HUMAN ROBOTS Understanding human software

2. WE ARE ALL ROBOTS DNA is the blueprint of human robot DNA BUILDS SURVIVAL ROBOTS TO PRODUCE MORE DNA

3. WE ARE ALL ROBOTS This is DNA’s survival robot DNA STAYS INSIDE IT. ROBOT REPRODUCES, DNA SURVIVES

4. WE ARE ALL ROBOTS Robot has to survive to reproduce DNA BUILDS THE TOOLS TO ENABLE BODILY SURVIVAL

5. WE ARE ALL ROBOTS Brain is configured for survival BRAIN CONTAINS HUMAN SOFTWARE, IT HAS BUILT IN PROGRAMS FOR SURVIVAL JUST LIKE ANY OTHER ANIMAL

6. SURVIVAL PROGRAMS How They Work ? This is the circuit ! SET VALUE imprinted by experience (to be flexible in unpredictable environment ) Desired survival action (BUILT-IN) Examples : Bond with a mother figure Accept Approach Fight Flee Outside variable Measured by sensors Outside variable evaluated against set value Act accordingly in case of variance or compatibility Built-in responses world outside

7. SURVIVAL PROGRAMS Human Software’s survival programs are imprinted (programmed) to adapt itself outside environment  Bio Survival circuit Imprinted in infancy, first activated when a human being is born  Emotional / territorial circuit Imprinted in the toddling stage  Symbolic circuit Imprinted by human artifacts and symbol systems  Socio-sexual circuit Imprinted by the first orgasm-mating experiences and tribal “morals”

8. CIRCUIT COMPARISON Freud, Leary, Jung and Sagan Circuit Imprint Sites IntelligenceRealityOther Psychologies Comparison LearyFreudJungSagan ILimbicPhysicalInvertebrateBiosurvivalOralSensationReptile IIThalamusEmotionalMammalian Emo- Territorial AnalFeelingMammal IIILeft cortexConceptualPaleolithicSemanticLatencyReasonHuman IV Left neo- cortex CivilizedSocialSocio-SexualPhallic--

9. IMPRINTING TIMELINE Stages of program activation & imprinting  Bio-survival circuit (oral,sensation,reptile,old brain) Newborn baby, infancy The imprinting of this circuit sets up the basic attitude of trust or suspicion which will last for life - Smell - Color - Touch sensation - Taste approach/accept vs. flight/flee importance for marketers : You can’t go against bio-survival imprints

10. IMPRINTING TIMELINE Stages of program activation & imprinting  Emotional / Territorial circuit (anal,feeling) Concerned with emotions, domination and submission strategies, territory etc. The first imprint on this circuit identifies the stimuli which will automatically trigger dominant, aggressive behavior or submissive, co-operative behavior. Imprinted in the toddling stage dominant / submissive importance for marketers : Find out what could be the defining imprint of your target group

11. IMPRINTING TIMELINE Stages of program activation & imprinting  Symbolic circuit (latency,reason) Imprinted when the child learns to speak, uses tools etc. Concerned with handling the environment, invention, calculation prediction, building a “map” of the universe etc. It is associated with physical dexterity, language skills, symbols importance for marketers : Find out what could be the defining symbolic,language imprints of your target group

12. IMPRINTING TIMELINE Stages of program activation & imprinting  Socio-sexual circuit (phallic) Concerned with sexual pleasure, (instead of sexual reproduction) local definitions of “moral” and “immoral”, reproduction, nurture of the young etc. This circuit is basically concerned with operating within social networks and the transmission of culture across time. importance for marketers : Find out which tribal morals & individual imprints exist in target group

13. IMPRINTING TIMELINE Adulthood  85% of the time adult human being acts under the control of hir imprints  Individual imprints can vary according to “accidents”  Transmission of culture works to minimize “accidents”

14. IMPORTANCE FOR MARKETING A marketing campaign should be in line with the robotic responses Set value gives constant alarm against measured variables Bio survival circuit Example : One of the possible results compensate by eating, especially sweet things to feel better for a while Bio-survival anxiety Product development & Marketing Message focused on anxiety, security Response to the perceived “variance”

15. IMPORTANCE FOR MARKETING Each circuit needs an anchor to stabilize “variance”, lack of an anchor creates marketing opportunities  Eg. Bio Survival circuit ANCHOR : degree of confidence earned and maintained to assure physical survival Focus on the lack of confidence with your marketing campaign for the individuals without an anchor

16. IMPORTANCE FOR MARKETING Sufficient number of similar imprints make up a segment to serve Dominant behavior imprint for males Seeking power Needs adrenaline, attacking the “other” Focus on masculinity, status give him the symbols of power a fast car with a loud engine Emotional / territorial circuit Power seeking male, dominant behavior

17. THINGS TO CONSIDER There are many interactions between circuits dominant behavior Circuit two high anxiety level Circuit one oppressive tribal morals Circuit four verbal skills Circuit three Conservative politician Keep in mind that each circuit will react to your brand with its particular imprint

18. THINGS TO CONSIDER Study the possible individual imprints as well as the culture of the society Tribal morality & Code of conduct Individual imprints “accidents” if there is a conflict, focus on it to empower the target group you serve

19. THINGS TO CONSIDER Focus on the fundamentals when you differentiate your brand Your competitors can be a part of imprints as well Don’t try to change people’s minds. Differentitate yourself and stay away from direct competition At the same time focus on a fundamental circuit If your competitor has an undisputed dominance in a certain area

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