When was the last time you were at the zoo? Did you notice the animals staring at you?

Sometimes I wonder who’s really in the zoo – the animals or us? As a giraffe or a primate is staring me down, I wonder what the animal is thinking. Am I being judged? Can the elephant instinctively understand my feelings?

Animals’ minds are wonderfully structured for survival (food), safety, and social interactions. Our brains are structured very similarly. We obviously need food; we want security, and we want to interact. Without us realizing it, these are the first things our brain reacts to. For example, when you’re in a movie theatre, your brain subconsciously notices where the exit signs are.

Should these three simple ‘life’ strategies be applied to our clients’ marketing? Does the messaging convey that their product or service will make their customers better survive, be more secure and happy? 

I wonder if we’ve forgotten, in our messaging, what our brains want and what they most respond to.

Joel Cohen is the founder of CEO Stars – www.ceostars.com – a unique concept with a community of over 105 ad agency CEOs. Cohen is also the founder of Dreamland, USA, – ‘An Imagineering Community’ that helps leaders accomplish their ‘impossible.’