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Live Long and Prosper: Marketing Lessons from Mr. Spock

Live Long and Prosper: Marketing Lessons from Mr. Spock

Our entire team was incredibly saddened to learn of the passing of Leonard Nimoy. His work – especially his role as Spock on Star Trek – was part of our lives as we grew up. He’s widely credited with inspiring legions of scientists, programmers, and tech wizards. And we have to say that Nimoy’s masterful portrayal of a character perpetually caught between the demands of logic and emotional certainly had an impact on our work as marketers.

Spock’s Lesson For Marketers: Understand the Role of Emotion

Spock was constantly running into the fact that human beings don’t make decisions in the most logical fashion imaginable. Instead, emotional factors were more important influences. The more Spock understood about human emotions, the better he’d be able to predict what Captain Kirk and the other Enterprise crew members were likely to do in any given situation.

[Tweet “Human beings don’t make decisions in the most logical fashion imaginable.”]

In much the same way, the better understanding we, as business owners, have of our customer’s emotions, the more effectively we’ll be able to predict their responses – whether that’s to a social media campaign, a new line of merchandise, or even a promotional offer. Mr. Spock’s beloved logic may lead a customer to do their research and comparison shop before making a purchase, but it’s that all too human emotion that makes them buy.

Spock’s Lesson For Marketers: Always Check Your Data

As Chief Science Officer, Spock was constantly looking at the readings and data the Enterprise’s many sensors would provide him with. He used this real time information to help him advise Captain Kirk in the most effective, meaningful way possible.

In much the same way, we need to make use of the data available to us as we make marketing decisions. We don’t have tricorders, alas, but we do have Google Analytics, social media metrics, and other performance tools we can use to make sure the campaigns we’re using are actually having a meaningful impact on our customers.

Live Long and Prosper

Going forward, we should always remember the lessons Spock taught us. It’s important to appeal to our customers on both a logical and emotional level: it’s easiest for our customers to make a purchase when the deal both makes sense and makes the buyer feel good. Additionally, data and research help us make better decisions. Look at your data all of the time. It will be a great help as you boldly go where no one has ever gone before!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office