Curiosity: Bad for Cats, Great for Brands
Scientists have been (ahem) curious about curiosity so curiosity has widely been studied in children, groups, individuals, leaders and organizations. So how might the key benefits of curiosity that researchers have uncovered apply to brands?
Curiosity can foster better brand relationships. Research shows that being genuinely interested in other people helps build more robust relationships.
Just as true and applicable to companies, products and brands as it is to individuals! By taking an interest in your customers, you are laying the foundation for a stronger relationship. This may look like asking for regular customer feedback, or aligning your brand with causes or events that matter to your customers.
Curiosity can add years to a brand’s life. A study which followed aging individuals while tracking their curiosity levels found that those that showed high levels of curiosity were more likely to be alive five years later. It stands to reason that a curious brand would thrive longer as well.
Want to stay relevant in your marketplace? Keep your sense of wonder about your customers and their needs at the forefront. Don’t assume you already know everything there is to know.
Curiosity helps brands make better decisions. Curiosity about a topic challenges preconceived notions, stereotypes and biases. In a study of leaders, the most curious pushed beyond starting assumptions to examine the available facts with an unbiased perspective.
Brands who get to know their customers may be able to uncover opportunities that better align with their customers’ wants and needs.
Whether your brand is curious by nature or enjoying a moment of curiosity, the benefits of curiosity to a brand reach far and wide.
