Meet the Author

  • Anna Sterner
  • Marketing Manager

Anna has several years of experience of working with marketing in a number of European countries. Her passion for branding led her to London, where she recently completed a MA in Brand Communication at Goldsmiths University of London. In the role as Marketing Manager at Lab, she ensures that we remain top of mind amongst digital agencies in the UK. 


annasterner [12:58 PM] Anna has several years of experience of working with marketing in a number of European countries. In the role as Marketing Manager at Lab, she ensures that we/our brand remain/s top of mind amongst digital agencies in the UK.

Takeaways

  • As humans, we are driven by our emotive and non-conscious processes.
  • Understanding how our associative mind works, makes us much more aware of how humans experience digital media.  

Life at Lab: Helping Lawrence overcome his fear of heights 


27 March 2017
News
3 mins

What do you do when one of your professional partners, who you’ve invited to a dinner on the 38th floor, is afraid of heights? Earlier this spring, we experienced this exact problem when our partner Lawrence RSVP’d to our invite saying “Would love to but can’t – I don’t do restaurants above 10ft”.

Being one of the most human-savvy digital agencies in the world, we saw no other solution than to simply help Lawrence with his fear of heights.   


 

Picking the brain of Daryll Scott

We sat down with our Director of Human Technology, Daryll Scott, to understand exactly how he helped Lawrence – and how it relates to what we do here at Lab.

Tell us about your meeting with Lawrence?

Lawrence’s fear wasn’t so much a phobia; it was more of a rationally irrational thought-process. He needed to revise his belief system and attach that new way of thinking to his experience.

What is the fundamental thinking behind how you helped Lawrence face his fear of heights?


The change happens because Lawrence is exposed to an experience that is a counter example to his beliefs. Neurons that fire together, wire together. So, we just needed to break that association by giving Lawrence the chance to experience heights without experiencing the fear.

How does this relate to what you do here at Lab?


As humans, we are driven by our emotive and non-conscious processes. You can’t cure a fear of heights with logic, just as you can’t make people fall in love with your brand with logic. Understanding how our associative mind works, makes us much more aware of how humans experience digital media.


Takeaways

  • As humans, we are driven by our emotive and non-conscious processes.
  • Understanding how our associative mind works, makes us much more aware of how humans experience digital media.  

Meet the Author

  • Anna Sterner
  • Marketing Manager

Anna has several years of experience of working with marketing in a number of European countries. Her passion for branding led her to London, where she recently completed a MA in Brand Communication at Goldsmiths University of London. In the role as Marketing Manager at Lab, she ensures that we remain top of mind amongst digital agencies in the UK. 


annasterner [12:58 PM] Anna has several years of experience of working with marketing in a number of European countries. In the role as Marketing Manager at Lab, she ensures that we/our brand remain/s top of mind amongst digital agencies in the UK.