Eugene Moreau on Psychotactics

Psychotactics didn't take me by suprise

Eugene Moreau
CEO Edge 4

"Running into PsychoTactics is like running into abrasive sandpaper. It really scrapes away at your business soul. It gives your business the angles not yet explored. And it wipes away traditional thinking. And that's just for starters.

What I like about PsychoTactics, is that it forces me to think around corners
It goes beyond just thinking outside the box. It literally makes you go around the corner, look what's likely to happen and prepare yourself for that eventuality. It forces you to think beyond and then beyond that beyond.

At first I found it difficult to change
That's because you work 10-15 layers above. You instigate the thinking process where I am forced to make a decision - where I have to choose between the way I've always done things and how I really should do it now. That gets it down to the law of life and sacrifice. I am forced to choose.

As a result I've let go of the thinking that had been part of my mind for a long time. And it gets me back to where I'd really like my business to be. It mirrors what I am and allows me to tie ribbons together.

I'd seen a lot of people that had the words but the execution wasn't there
But you had the ideas that supported it. I experienced the thought process and your simplicity of concepts. We tend to make things overly complex.

You don't.

You ask questions that are obvious, yet being missed. It's the simple questions that really get you on the backfoot. They're the ones that make you stop and think. And that's what you seem to excel at. And the PsychoTactics workshop is a great starting point.

The PsychoTactics workshop isn't a workshop at all
It's more of a thought changing experience. I did two and each one took me to a totally different level. The first time I learned the foundation and then applied it to specifics in my business.

The second time I attended, it took me up yet another level. The most powerful was when I began to think with PsychoBranding. It gave shape to my business. It's very sophisticated. And that's what I want my company Edge 4 to be. Subtle yet aggressive.

The PsychoTactics experience allowed me to name and control it. To internalise it. And The Brain Audit allows me to work the trail like a puzzle where one piece slides into the other and it all fits together seamlessly.

It's not just layered, but also very well structured. I think you need to go to a workshop at least thrice. It's pretty deep.

One of my clients have had an unbelievable 100% strike rate
I've amalgamated the PsychoTactics process with my own consulting and the results for my clients have been very good. One of them who has a training company, has had a 100% hit rate since November last year. She's been having so much success, that her husband who is top management in another large company, specifically wanted to meet our company to see what magic we were working. He said, "Anyone who can affect my wife's business in one month, the way you have- I have to meet with."

And that's all based around the anchors that have been reinforced by PsychoTactics. I always knew them in one form or another, but your systems gave them a solid structure and guideline.

Let me tell you about another client
In early 2003, we had one client that wanted me to critique a pitch to a very large company. It was to get business worth $10 Million. I walked them through the Brain Audit process. We looked at the style. We worked out a profile of the potential client. We reshaped the entire process around our 13 Box system and the PsychoTactics system.

The company being pitched to was astounded when the presentation was done. The CEO actually said it was the first time anyone had understood what they really wanted. Instead of the normal 15 minutes, he spent a good hour with my clients. It is a prime example of getting inside the brain of your client and getting all the bags off their conveyor belt.

I can understand why people think it's too simple
Unless things are complex we don't place a value on them. We tend to overlook things because they seem too simple. And that's the biggest mistake businesses make to justify things.

What makes PsychoTactics successful, as a thought process is that you strip away the fluff. You reveal the layers. Business is not complicated and that's the simplicity of it. And when people get it, they really get it. Only then do they understand how much work has gone into making it this simple. True simplicity is hard to achieve.

PsychoTactics is not a one-sized model
It is shapeable, scalable from the small one person business to a multi million dollar company with 300 staff. It is scalable to your particular needs. This has helped me in my consulting practice, as my clients vary from very large companies to small businesses. Because PsychoTactics is based on the way the brain thinks, the size of the company just doesn't matter.

The major shift for me has been in clarity
It's hard to explain that. It has allowed me to find the bullseye. It has allowed me to find what I want. I can identify it clearly now. That's not something you can read in a book, but something you have to experience.

Let me put it this way. Because of my background, you did not take me by surprise with something that was radically new, but you did help me eliminate the non-essentials and that has helped me focus. It helps me to grow with just the essentials.

I've used it for my consulting model and it works...
What people perceived me to be, did not reveal the depth of what I could provide. You helped me to fine tune my vision about what my business could be. And this was even before the workshop, when I consulted with you over the phone, over coffee and all the emails we exchanged.

People have to have order and process in order to buy into a solution. It cannot be random. It cannot be ad hoc. What PsychoTactics has helped me do is reinforce and modify the process and order of imparting the message of EDGE 4, which specialises in finding, winning, keeping and growing profitable clients.

I've been able to change the way people think about me
The branding part of things has helped me understand the immense power of the brand. The brand is not just the name. It's the emotional connection and that's what continuously evolves.

It's what comes alive in people's mind and people's memory. The outcome of a successful brand is that it creates the desired result. PsychoTactics nails it down to simple basics, allowing you to grow it from there and embed it in the brains of your target audience. That is precisely what has changed the client's perception about our business and that's a big change to have.

Why I'd recommend PsychoTactics to others
When you get busy working in your business, you get busy. The consulting holds me accountable to certain things. When you ask the questions, it forces me to stop. I take what you say professionally and not personally.

We used to run around like headless chickens. Psychotactics allows us to be accountable.

Business is not an automatic install. People often think that it's like a CD. You put it in and it runs. That's not the way it happens. You can't just go a workshop and come away and put everything in place. It's constant repetition that works. I may not get it till the seventh time you say it. And that's because I have not understood the depth of it all.

The consulting keeps you on your toes the whole time. Analysing, re-analysing and most importantly, doing something about it.

The three biggest things I've learned
The power of the problem has been the biggest learning of all. It's clarified why we don't win. And the reason for the confusion in the customer's brain. It's the best lesson of all.

The second would be, believe it or not, design related issues. The discipline of design is what has really come home to me. The whole component of the visual format and how the brain sees things has been quite a revelation.

And the third thing is the power of headlines. I would say, this has really changed the way I do things. It's a constant thing that I've been refining as a result. And there's no real first, second or third. They're all equal. They all make have made a huge difference in my thinking and consequent actions.

I believe PsychoTactics defies conventional thinking
But it returns to conventional values. We're getting faster and faster. We have to stop and listen. Literally stop and listen to what you have to say. Business is changing so dramatically. What I believe PsychoTactics does, is it allows me have old fashioned values alongside cutting edge technology.

What it gives me is roots.

And wings."
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Eugene Moreau is the CEO of Edge 4. Edge 4 assists senior management in the development of their business communication, client relationship, leadership and strategic skills. Their client list includes Motorola, 3M, Rank Xerox, Ernst & Young, BASF, ICI Paints among others.
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