Eugene Moreau on Psychotactics
Psychotactics didn't take me by suprise
CEO Edge 4
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
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
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
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
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
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
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
PsychoTactics is not a one-sized
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
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
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
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.
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.
Click on Picture Below to Read More About more client Experiences.
For all marketing
services & tools.