Monday Memo

A Byte of Knowledge

"Psychology is more infectious than the flu" - Black Rifle Coffee Founder, Evan Hafer (Via the Joe Rogan Experience)

Before building his $400 million coffee company, Evan Hafer spent twenty years in the US army.

And one of the many leadership lessons he learned was this...

One soldier who panics under pressure can make an entire platoon lose their nerve.

This happens in business too.

One negative team member spreads doubt through your whole company.

One quitter makes everyone start questioning everything.

But here's the key insight...

The reverse is just as powerful.

One rock-solid leader keeps everyone focused when things get rough.

One disciplined performer raises the standards for your entire team.

That's why the best companies are ruthless about who they let through their doors.

Because mindset spreads like wildfire.

And the habits you pick up from others?

They can stick with you forever.

Choose your influences carefully.

🚀 Discover the 27 ‘Plug-and-Play’ AI Prompts Every Marketer Needs 

Something to Ponder

There's another punchy little saying we want to share with you today...

It goes, "The person who loves walking walks farther than the person who loves the destination"

Think about that for a second...

Most marketers are obsessed with the end goal - the big launch, the million-dollar campaign, the record-breaking sales.

But the ones who truly make it?

They're in love with the process.

Writing hundreds of different ads and hooks.

Testing like a mad scientist...

Going so deep on research you known your prospects better than they know themselves.

So let us ask you this...

Are you just chasing destinations?

Or do you actually love the walk?

We Asked – AI Answered

Our Question: 

"Why is dim lighting utilized in fancier/nicer restaurants? Why does that add to the ambiance so much compared to say a fast food restaurant with bright florescent lighting?"

AI's Answer:

1. Enhancing Psychological Comfort and Intimacy

• Reduced Visual Intensity and Privacy:
  Dim lighting softens visual details. This subtle reduction in clarity can make patrons feel less scrutinized and more at ease, fostering an environment where they can relax and enjoy their meal without feeling self-conscious.
• Encouraging Longer Stays:
  Research in environmental psychology (e.g., studies influenced by Philip Kotler’s concept of “atmospherics”) suggests that when guests are comfortable, they tend to linger longer, often leading to increased spending on additional courses or drinks.
• Mood Elevation:
  Softer light levels have been associated with positive emotional states. By gently lowering stimulation levels, dim lighting can help reduce stress responses and foster a feeling of calm, making the experience feel special and even romantic.

2. Signaling Luxury and Exclusivity

• Perceived Quality and Prestige:
  According to marketing research (including Kotler’s foundational work on atmospherics), low, warm lighting cues are often associated with upscale environments. These cues lead customers to perceive higher quality in both the setting and the cuisine, reinforcing the idea that they are enjoying something rare and refined.
• Ingrained Cultural Associations:
  Candlelit meals and soft-glow interiors have long been linked to celebrations, important milestones, and fine dining. By tapping into these well-established cultural and psychological cues, restaurants convey a sense of exclusivity and authenticity that justifies premium pricing.
• Selective Highlighting:
  Dim environments can highlight focal points—like an exquisitely plated dish—while downplaying less important details. This selective visual emphasis can psychologically reinforce the notion that the food itself is a work of art worthy of careful attention and admiration.

3. Intensifying Sensory and Taste Perception

• Heightened Flavor Awareness:
  Charles Spence of the University of Oxford and other sensory scientists have shown that environmental factors, including lighting, can influence how we perceive taste, aroma, and texture. In dimmer settings, diners often focus more on the nuances of their meals, as external distractions are minimized.
• Contextual Framing of Flavor:
  Studies by Brian Wansink and colleagues at the Cornell Food and Brand Lab found that environmental changes, like softer lighting, can enhance meal satisfaction. While these studies often took place in casual dining contexts, the principle remains: gentler lighting can prompt customers to savor their dishes more thoroughly, potentially increasing reported enjoyment.
• Slower Eating and Mindful Consumption:
  In lower light, people are less rushed and more mindful. This slower pace can lead to more deliberate tasting, allowing diners to fully experience the complexity of flavors—a psychological shift that encourages them to view the meal as an event rather than just a source of sustenance.

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Thanks for reading the Monday Memo.

Until next time!

The AI Marketers