Attractology and Business


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“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 by creating perceived value in the eyes of the Customer.

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 package. The potential buyer we are depicting is a woman.

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 to create value for the Customer!

Gautam Mahajan
Gautam Mahajan, President of Customer Value Foundation is the leading global leader in Customer Value Management. Mr Mahajan worked for a Fortune 50 company in the USA for 17 years and had hand-on experience in consulting, training of leaders, professionals, managers and CEOs from numerous MNCs and local conglomerates like Tata, Birla and Godrej groups. He is also the author of widely acclaimed books "Customer Value Investment: Formula for Sustained Business Success" and "Total Customer Value Management: Transforming Business Thinking." He is Founder Editor of the Journal of Creating Value ( and runs the global conference on Creating Value (


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