Multiple personality is a well-known topic, there are many movies/novels based on this. It is often considered as disorder when turns into obsession in an individual. It is also known as Dissociative Identity Disorder (DID). Dissociative Identity Disorder (DID) is a severe condition in which two or more distinct identities, or personality states, are present in—and alternately take control of—an individual. The person also experiences memory loss that is too extensive to be explained by ordinary forgetfulness.This post is based on multiple personalities but not on its disorder.
The world is becoming small and so as our feelings, the more we are progressing the more we are realizing that there are many people around the world with similar thinking and feeling. Analytics and big data help to get trends, and we are mostly interested in narrowing the findings to take action(s).
If there are significant group of people who think similarly, then there will also be significant group of people who will not think similarly. Here, I am considering all above 7 Billion people on this planet. People’s thinking and behavior are never constant, you change your perception over time and as per the situation, no one is same all the time throughout day and night. This causes multiple personalities. We play multiple roles in day to day life, everyone is an actor.
There are many scholars working on identifying human behavior and finding a solution to control that. I would suggest that the answer is there in multiple personalities of human being. Humans can be made to think similarly, or can be convinced for anything for some time for sure, but not forever!
Here is the answer for companies struggling with marketing and as a result doing poorly with sales. Let’s take an example of Nokia, if they want to gain market share then they should start working on increasing multiple personalities/feeling in group of people. Increasing multiple personalities will increase probabilities of hitting the desire personalities required to be a loyal consumers. Multiple personalities will swing in many forms, it can be termed as positive, negative or neutral. Positive taken as a favorable personality for any company, negative as harmful personality, and neutral as non-harmful but not favorable.
Let’s come to the point how can Nokia gain its market share? The answer is hidden in how they lost them. It is exactly because of the people who once loved Nokia, stopped loving them later, and Nokia so far failed to persuade why they should love them back. Make people to love your brand again, and this time you will engulf the market. Nokia should start showing weakness of its competitors in their product, for example better screen resolution than Apple, or better battery or better camera or better build. Also, Nokia should keep their enemy closure, may be collaboration at times can help. For me surveys are good, market research is fine but they are not always helpful. If Nokia cannot make world’s best smart phone now, then they should try on changing people’s personalities, make them feel that they don’t have everything with iPhone in hand. Continuous improvement with quality and persistent challenge, and forcing consumers to question and argue themselves will help Nokia.