The Curiosity Advantage: When Marketing Logic Fails (Part 1)

This post is part of "The Entrepreneur's Safari" – a series of candid reflections exploring the entrepreneurial journey building a safari business with a Kenyan business partner alongside lessons learned from leadership and business development.  

Curiosity Advantage: When Marketing Logic Fails (Part 1)

"What's on your Kenya safari website?" my cousins asked during our annual gathering in October 2024.

"Animals!" I responded enthusiastically, pulling up our Instagram feed filled with spectacular wildlife shots. "Look at this cheetah! And these elephants at sunset!"

Their response was unexpected: "But what about the accommodations? The food? The cultural experiences?"

I stared at them, genuinely confused. "What do you mean? Why would someone go on safari, except for animals?"

This moment—embarrassing as it is to admit—perfectly captures my ongoing journey as an entrepreneur. I'd been marketing Complete Safaris based entirely on what motivated ME to visit Kenya, completely missing what might motivate others.

The Logical Trap

I've always prided myself on being logical and strategic (my top StrengthsFinder trait). This approach has served me well in many contexts but created a significant blind spot in marketing: assuming everyone makes decisions the way I do.

I recently read Rory Sutherland's "Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life," introduced to me by Matt from Walnut St. Bridge Branding. Sutherland's central argument—that logical solutions aren't always the most effective in marketing—is uncomfortably resonating with my safari business journey.

As Sutherland explains, we often overvalue rational, measurable attributes while undervaluing psychological factors that truly drive decisions. I'd been showcasing objective features (amazing wildlife) while neglecting subjective elements (how it feels to stay in a luxury tent, the joy of sharing meals in the bush, the transformative nature of cultural exchanges).

My mistake wasn't just oversight—it was a failure of curiosity. I hadn't been genuinely interested in understanding perspectives different from my own.

Testing the Theory

Somewhat skeptically, I tested my cousins' theory. The next day, I posted accommodation photos on social media—luxury tents with four-poster beds, open-air showers with savanna views, elegant dining setups under acacia trees.

The engagement surpassed any wildlife post I'd shared.

Still, I needed more convincing. I posted about culinary experiences, showcasing desserts with "Celebrate Your Special Occasion" messaging. Again, unprecedented engagement.

These simple tests confirmed what Sutherland might call the "psycho-logical" elements of safari decision-making. While I was focused on the logical appeal (seeing amazing wildlife), many potential clients were equally concerned with psychological factors:

• Will I be comfortable in unfamiliar surroundings?

• Will I enjoy the food in a foreign country?

• Will I connect with local cultures in meaningful ways?

• Can I see myself in this experience?

Curiosity as a Leadership Touchstone

This experience highlighted for me the importance of curiosity as a fundamental leadership trait. In Dr. Jes DeShields' book "9 Leader Touchstones," she emphasizes curiosity as essential for effective leadership.

“To personally cultivate curiosity, you must look at life and leadership with the desire to explore what you don’t yet know about yourself, others, and your surroundings.  You need to ask questions – lots of them and seek answers instead of always giving them.” 

For entrepreneurs, this curiosity must extend beyond our products and services to deeply understanding diverse customer motivations—even those that feel foreign to our own preferences.

Without curiosity, I would have continued marketing safaris exclusively as wildlife experiences. With curiosity awakened, I began asking different questions:

• What other motivations might drive safari decisions?

• What concerns might prevent potential clients from booking?

• What psychological benefits might matter more than the logical ones?

The Power of Everyday Research

What strikes me about this revelation—my cousins' feedback about accommodations and the subsequent testing—is that it didn't come from expensive market research or focus groups. It came from curious conversations with people I already knew.

The marketing insights that transform businesses often don't require massive research budgets. They simply require:

1. Genuine curiosity about others' perspectives

2. Willingness to hear answers that contradict our assumptions

3. Humility to recognize when our preferences aren't universal

4. The ability to translate casual insights into business implications

To Be Continued...

This story of marketing revelation gets even more interesting. In Part 2, I'll share a recent conversation that completely surprised me and opened my eyes to an entirely new market segment I'd never considered.

Until then, I'd love to hear: What customer assumptions have you made based on your own preferences? Have you discovered they were limiting your business? How did you make that discovery?