Module 1 – Origins and Foundations of the NEO Mindset
2: Defining the NEO Mindset
Overview
NEOs are defined by a set of attitudes, desires, emotional triggers, and values that set them apart from consumers with a Traditional mindset. Let’s explore the psychology of NEOs, focusing on their emotional and intellectual drivers.
Key Points:
Psychological Traits:
High Internal Locus of Control: NEOs believe that success in life is a matter of planning, not luck. They are the architect of their own destiny and life outcomes.
Emotional Decision-Making: NEOs balance logic with emotion, ensuring their decisions align with their values and desires.
Adaptability: They thrive on change and innovation, viewing them as opportunities rather than threats. They constantly evolve and change, cementing their name as NEW Economic Order—they’re always new, so stay on your toes.
Values and Priorities:
Quality, authenticity, connection, and sustainability are central to their worldview.
NEOs invest in experiences and products that touch their spirit and enrich their lives emotionally and spiritually.
Activity:
Reflect on a recent significant elective (discretionary) purchase you made. Were your priorities more aligned with the NEO mindset (quality, provenance, scarcity, emotional connection) or the Traditional mindset (price, features, practicality, status)?