Who is Louis Petrides?

With the new Dyslexic Thinking skill now accepted on LinkedIn. It’s a strong step in the right direction for Dyslexic awareness. However, that won’t change the underlying Goblin in the room.

With over a decade of business leadership and marketing experience, humans are deeply greedy self serving people that are irresistibly attracted to low effort gain and social status/ego. The result of every marketing message I’ve ever tested in countless industries has verified this for me.

This doesn’t make them BAD per say. Yes some are. However, we all want fast results, we all want to put in the minimal amount of effort. We all want recognition and wealth as fast as possible AND we want to feel like we’re wonderful great humans beings while doing it.

That said, they love to cover up these true motives with a facade of altruism and positive non-self-serving intent. In short they will tell themselves and the world stories about why they are doing something in order to put themselves in a positive light. This is in their own head, its intentional self delusion.

Often the richer and/or smarter they are the more they like to dig into this self delusion as well. For example, look at all the top tech moguls and silicon valley. They act like they are champions of altruism while committing some of the most greedy and evil corporate actions in the last 10 years. Do you see this trend in Hollywood? A place of excessive greed, sin and immoral actions…that parades like they are gods gift to goodness?

People with less wealth are more likely to claim they just want gain because it’s “right” and morally justifiable for someone with little to want more. This is why more direct short term GET RICH QUICK marketing works on them but not the wealthy. The wealthy need a bit more narrative to feel good about their greed BECAUSE chasing more money when your already wealthy… well… it’s greedy… You don’t need it… why do you need more? That’s the story they have to get around in their mind.

Its actually hilarious to watch at events/meet ups. The wealthier the circles you run in get, the more virtue signalling and DEEP desire to sniff ones own farts gets. They talk about changing the world and all sorts of altruistic bs. Then go back home to focus on actions that are 99% focused on self gain.

Ever notice how rich housewives throw $100k dinner parties, only invite other rich people and sit around and talk about helping “those less fortunate” just to donate a trivial amount. Then go and blow $30k on plastic surgery and purses the next day. The goblin loves to hide under false goodness. How else can it get away socially with being a greedy gold obsessed little monster.

Again I’m not condemning people. I’m the same way. But building businesses and marketing is about understanding people and their actions. You’re not going to be a good business leader or marketer if you don’t understand this about people or think it’s not their in certain groups. It always is…they just cover it up differently. Whether it’s a church or an investor summit…They are all the same.

Regardless, just understand the wealthier people get, the more they try to convolute this. This is because NOW that they have wealth, they have to justify their behaviour to keep it for themselves OR seek more. It’s important for marketing. It’s important to understand regardless of who your talking to or what they say, the goblin is usually the one actually in control, they are just wearing a mask and speaking in code.

It’s a very common behaviour and if your not aware of it you will market in ineffective ways BECAUSE marketing is literally understanding what people want enough to act on.

People HATE for this delusion to be messed with, so much so that most people speak almost in code. They say and try to get what what they want through a filter of false positivity/goodness.

An example is MLM (Multi-Level-Marketing) people on stage talking about changing lives and the world. While they then go to rip off people with a Ponzi scheme. You can also see so many self help gurus preaching love/helping other etc. When you get them in a room 95% of their convo is how to make more money from their followers.

Anyways. The biggest key to marketing is understanding this in people and then LEARNING how to communicate to the “greedy goblin” underneath within the realms of their facade. The goblin is in control. Its just wearing the mask of a “saint”.

Most bad ads/marketing I see think the facade is real and try to communicate in terms of actual altruism.

A perfect example is of brands that try to build around improving the world. They usually fail.

Its when a brand like Tesla connects improving to the world to social/ego status….VIA the facade that people are doing something right… that’s where the fire is.

No one gave a crap about the climate, until Elon Musk made caring about it a sign you’re better and richer than someone else. Is it any wonder the first place of mass adoption was Silicon Valley? Capital of excessive greed covered by INTENSE false altruism.

BUT see what he did there. He communicated the desires of the goblin in the code of the fake altruistic facade.

Same goes with virtually any other kind of marketing.

Most self help gurus don’t idolise Tony Robbins because he changed so many lives. They idolise him because he’s worth 500 million and is insanely famous. They want that.

And they pay for it under the guise they want to change the world.

Most fitness coaches don’t want to make people healthy. They want to be famous and rich from making people healthy.

Most businesses don’t actually want to make their customers lives better or improve the experience. They want lower churn and the customers to pay longer so they can get a higher valuation.

This is why you see marketing events STUFFED FULL of self help and forced positivity and altruistic messages. Its so they can feel good about aggressively trying to rip money out of potential customers. Hell some of these events go on to sell outright scams after preaching the word of god on stage and doing rituals committing to help improve peoples lives. How many gurus have you seen preaching god, giving back, family and then go onto to sell some of the most aggressive predatory offers on the market?

I’m not condemning these people. I’m the same as them. You are to. As a fellow Dyslexic, I’m just hopeful you might be at least be aware of your own bs.

I’m simply stating that if you want to market well… understand the goblin you’re talking to, not the “facade” the goblin wants you to believe in.

Speak to the goblin in the language of the facade, and you’ll get people to bend over backwards for your product because they can feed their real self (the goblin) while telling themselves/allowing to pretend they are a wonderful human beings.

All the best campaigns or pitches I have ever done speak to the goblin directly without acknowledging the goblin is there.