In this episode of The Brainy Business podcast, Melina Palmer welcomes Jason Voiovich, author of Booze, Babe, and the Little Black Dress, for a fascinating discussion about the consumer revolution of the 1920s. Jason, with over 25 years of experience in launching innovative products, shares his insights into how the Roaring Twenties shaped modern consumer behavior and choice culture.

Jason discusses his journey from a family of artists, immigrants, and entrepreneurs to becoming a fractional chief marketing officer and chief innovation officer. He emphasizes the importance of history in understanding consumer behavior and innovation, revealing how lessons from the past can inform present-day business strategies. The conversation explores the pivotal innovations of the 1920s, highlighting how mass production, mass marketing, and mass finance converged to create a culture of choice. 

In this episode:

• Discover the historical roots of modern consumer choice and behavior.
• Learn about the innovations that shaped the 1920s and their lasting impact.
• Understand the role of advertising and media in influencing consumer decisions.
• Explore the psychological aspects of identity and social proof in consumer culture.
• Gain insights into how historical lessons can inform current business strategies.

Show Notes:

00:00:00 - Introduction Melina Palmer introduces Jason Voiovich and his book Booze, Babe, and the Little Black Dress.

00:03:15 - Jason's Background Jason shares his journey and the influence of his family's entrepreneurial spirit on his career.

00:08:30 - The Importance of History Jason discusses how historical insights can inform innovation and consumer behavior.

00:15:45 - Innovations of the 1920s The conversation explores key innovations of the 1920s, including GM's model year changes and product ladder.

00:22:00 - Role of Advertising Jason explains how advertising serves as a primary source for understanding consumer behavior.

00:29:15 - Radio and Attention Management The impact of radio on consumer choice and attention management is discussed.

00:35:42 - Identity and Social Proof Jason delves into the psychological aspects of identity and social proof in consumer culture.

00:47:05 -  Conclusion, What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

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Connect with Jason:

• LinkedIn
• Jason’s Website 

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Check out and get your copies of Melina’s Books. 

Get the Books Mentioned on (or related to) this Episode:

• What Your Customer Wants and Can't Tell You, by Melina Palmer
• The Experience Maker, by Dan Gingiss
• Booze, Babe, and the Little Black Dress, by Jason Voiovich
• Elements of Choice, by Eric Johnson
• Alchemy, by Rory Sutherland

Top Recommended Next Episode: Roger Hurni Interview (ep 405)

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• Disney (ep 144)
• Rory Sutherland Interview (ep 373)
• Surprise & Delight (ep 60)
• Peak-End Rule: Why Averages Don’t Always Matter (ep 97)
• Robert Cialdini Interview (ep 157)

Other Important Links: 

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