John Fuisz is co-founder of Veriphix and a marketer who believes in building great brands. He does so with a sophisticated system that, on the surface, appears simple and direct; however, it’s built on his astute observations of consumer behavior, the clever use of data, and most importantly, it’s related to Annie Duke’s use of bets to measure future behaviors.
We wanted to talk to John because his work tracks the seemingly subtle, yet extremely powerful, ways our buying and voting behaviors can be influenced.
Veriphix connects brands with users with three primary tools: First, by tracking emotional vectors, to understand how we feel about things on a weekly basis by asking them to make bets about what they expect to feel. Second by monitoring the emotional triggers that get us to do the things we do. Lastly, he watches for the implicit delta, the measure of the emotional impact of an issue. And he does so with very strict ethical standards.
John believes that marketers should elevate their messaging to build great brands, not just influence our subconscious decision making. He wants to dilute the impact that nefarious actors have on consumers (and voters) by challenging us to a meaningful first step. He notes, “We want to believe we’re rational humans, but to have an effective defense [against bad actors], we have to admit we’re irrational.”
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We hope you enjoy our conversation with John Fuisz.
Kurt Nelson, PhD: @WhatMotivates
Tim Houlihan: @THoulihan
© 2020 Behavioral Grooves
 
Links
John Fuisz: https://www.linkedin.com/in/john-fuisz/
Veriphix: https://veriphix.com/
Annie Duke: https://www.annieduke.com/
“Thinking In Bets”: https://www.amazon.com/Annie-Duke/e/B001K88E4U/
Claire McCaskill “Korea”: https://www.vox.com/2018/8/20/17759574/midterm-russia-china-north-korea-iran-hack-cyber
DARPA: https://www.darpa.mil/
Christopher Wylie: https://en.wikipedia.org/wiki/Christopher_Wylie
“Mind Fuck”: https://www.amazon.com/Mindf-Cambridge-Analytica-Break-America/dp/1984854631
IRB: https://www.fda.gov/regulatory-information/search-fda-guidance-documents/institutional-review-boards-frequently-asked-questions
Ozan Varol “Think Like a Rocket Scientist”: https://www.amazon.com/Think-Like-Rocket-Scientist-Strategies/dp/1541762592
Common Biases and Heuristics: https://docs.google.com/document/d/1XHpBr0VFcaT8wIUpr-9zMIb79dFMgOVFRxIZRybiftI/edit#
Charlotte Blank: https://www.linkedin.com/in/charlotte-blank-52554a2/
Jeff Kreisler: http://jeffkreisler.com/
Neuromarketing World Forum: https://www.neuromarketingworldforum.com/
Darren Brown video: https://www.youtube.com/watch?v=YQXe1CokWqQ
John Bargh and Replication: https://replicationindex.com/2019/03/17/raudit-bargh/
Moral Foundations: https://moralfoundations.org/
Kids Priming video: https://www.youtube.com/watch?feature=youtu.be&v=TLf2gOrL1iM&app=desktop
 
Musical Links
Depeche Mode: http://www.depechemode.com/
Sharon Van Etten: https://www.youtube.com/watch?v=j7sTHoeH0eA
Gary Clark, Jr.: https://www.youtube.com/watch?v=gYXMDCNjl8M
Guy Clark: https://en.wikipedia.org/wiki/Guy_Clark
Ziggy Marley: https://en.wikipedia.org/wiki/Ziggy_Marley
New Order: https://en.wikipedia.org/wiki/New_Order_(band)
The National: https://en.wikipedia.org/wiki/The_National_(band)
Sha-Na-Na: https://en.wikipedia.org/wiki/Sha_Na_Na
Sinead O’Connor: https://en.wikipedia.org/wiki/Sin%C3%A9ad_O%27Connor
Wolfman Jack: https://en.wikipedia.org/wiki/Wolfman_Jack
Iron & Wine: https://en.wikipedia.org/wiki/Iron_%26_Wine
Calexico: https://en.wikipedia.org/wiki/Calexico_(band)
Madison Cunningham: https://www.youtube.com/watch?v=7-VSDUqVmnI