Marketing and Research Consulting for a Brave New World
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Marketers, take note: the curiosity impulse can lead people to discover and engage with your brand. Curiosity short-circuits the linear funnel from awareness to interest to desire, blah blah. Curiosity leads to purchases that are serendipitous and often spontaneous.

In a long-tail world of choices that are sometimes not very functionally different, perhaps “interesting” is the new “better”.