IT PAYS TO BE CURIOUS
The term “passionate curiosity” has been turning up in the media quite a bit lately. From blogs to leadership books, it is fast becoming heralded a desirable trait for an individual to possess.
One such writer on the topic, Thomas L. Friedman, illustrates our curiosity quotient paired with our passion quotient (CQ + PQ > IQ) as a “powerful motivation for an individual to learn about a personally interesting subject, whether or not they possess a particularly high intelligence quotient” (IQ). If his theory were to be proven true, then it would stand to reason that anyone—regardless of cultural background or “educational access”—with enough passion and curiosity could excel far beyond those with a superior IQ. In a digital world, access to information is unlimited. But what separates the passionately curious is that they have not only learned how to learn, they have an insatiable motivation to learn.
This could be very good news for marketers.
Knowing that there are individuals who love to learn and are motivated by it, brands can create opportunities to present new, exciting nuggets for their customers to learn about. This could be like putting the brand’s DNA in a kind of scavenger hunt; the more the consumer uncovers, the more they are intoxicated by the sense of discovery. The more the curiosity is piqued, the more the consumer’s passionate curiosity takes over and deepens their engagement with the brand. And for marketers that means The Easy “A”—ADVOCACY. The more insight consumers have about the brand, the more potential for consumer influence effect to happen organically.
This is the perfect use of human nature: the more you know, the more you want to go share with someone everything you know.
Some brands are catching on. They are using social platforms like PINTEREST as a way of letting consumers learn about and discover them in a whole new way. “Less selling, more seeing” is the new way this social platform engages the consumer community. A brand’s “pin boards” become a way to show consumers what THEY, the brand, are passionate and curious about. And by “following” their consumers, the brand gains knowledge of them as well. The expected outcome? The consumer will have more reason to believe in a brand’s values, to join their community, to become an advocate and to remain loyal. A deeper connection is formed through knowledge and learning.
So no, you don’t need to be a card-carrying Mensa member to see that it pays to be curious.
As a marketer, finding innovative, creative ways to engage those “passionately curious” consumers out there is just plain smart.