Demographics tell an incomplete story
With demographics becoming more fluid and less indicative of behavior patterns, it's important to lead with psychographics when segmenting audiences. ...
11 November, 2020
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Don’t forget about the after-action moment
Does your behavior journey end once the audience takes an action or adopts a new behavior? If so, then it's worth exploring how can you make that mome...
14 October, 2020
Your why isn’t their why
We could spend all our time convincing our audiences to take action for the reasons WE think they should. But that's the long route and it's an ineffe...
25 September, 2020
Fads versus Trends
The Diffusion of Innovation Theory sparks many questions about the world around us. One of those being: how do we know if an idea will become a trend ...
05 August, 2020
There’s no SHAME in my game
Rather than spend our efforts making our audience feel shame, let's use those resources to direct them towards choices, habits and actions that will h...
22 July, 2020
There is no formula for changing behaviors
The goal of designing a tailored strategy isn't to find the one right answer that will create change. That doesn't exist! The goal is to put the most ...
08 July, 2020
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