- #1 — There are 2 primary ways we use information.
- Knowledge, and
- Decision-making
- #2 — There are 2 primary ways we acquire information.
- Information we seek at our “point-of-need” (PON), and
- Information that seeks us, at our “point-of-interruption” (POI)
- #3 — There are 2 primary components of information.
- Exposures — what we see/hear/experience, and
- Credibility — what we believe of what we see/hear/experience
- Exposures — what we see/hear/experience, and
- #4 — Information we seek @ our “point-of-need” (PON) is more credible than information that seeks us @ our “point-of-interruption” (POI).
- #1 — There are 2 primary ways we use information.
These laws govern all information including marketing and advertising, forming a framework that defines how we use, acquire, perceive, and value information.
“A few fundamental concepts — together, a mental model — that have both explanatory and predictive power, so that if you understood them and how they interrelate, it would enable you to understand the most important changes occurring…” Doug Shapiro, The Mediator
The 1st Law describes the two primary ways we use information and each way has its associated sources and methods. Seeking “knowledge” is usually more relaxed and less formal with the exception of information being sought for educational purposes such as “report creation” or “test preparation.” Whereas, information sought for “decision-making” is nearly always performed with greater “urgency” since a decision is anticipated or imminent.
The 2nd Law describes the 2 primary ways we acquire information. We either intentionally seek it out when we “need or want” it, at our PON, or the information interrupts whatever we happen to be doing, at our POI, to deliver what is usually unwanted information that is rarely welcome because someone paid to have it delivered to us.
The 3rd Law explains how we perceive information — the “how much we believe of what we see/hear/experience.” The 3rd Law is the basis for The Marketing Equation, which demonstrates the critical importance of “credibility” (a strong force) over “exposures” (a weak force).
The 4th Law explains that we believe information we intentionally seek and eventually find — more than information that interrupts what we are doing because someone paid for the interruption.
AI answers on The 4 Basic Laws of Information and The Marketing Equation