Blaming them for their wrongdoing is instinctive, but rarely effective.
Storytelling is far more effective but requires deliberate effort.
Care to understand what they care about.
Their values are at the heart of your new story in which you show them a different way of achieving it.
A New Way to Achieve It Read More »
The industrialized fee-for-service model didn’t ask for rushed providers who are then perceived as apathetic by patients who end up neglecting their own health.
Marketers have the agency to change the behavior of the decision-maker, provider, and patient.
Rewrite their path by giving them a new story where their existing desires lead to extraordinary outcomes.
Existing Desires, New Path Read More »
At the heart of our customer engagement is giving them a story that they can tell THEIR customers.
The story that you give your customers should fit in with the things that their customers already believe in.
Make it fit so seamlessly into their customer’s narrative that to stall or debate would be to betray what they themselves declared matters most.
What Will They Tell THEIR Customers? Read More »
Look around for the assets that you’re sitting on that will help you get from here to there.
Greater reinvestment on your head-starts than your competitors deliver stronger processes, more reliable outcomes, and technology they can’t match.
Reinvest In What You Already Have Read More »
The secret ingredient to failure is laziness.
Laziness pays off now whereas hard work pays off in the future.
Maintain the posture of caring to expend your energy and time like sacred currency.
NBA players don’t complain that the hoop is too small. Because that’s the point!
Instead, they come ahead by cultivating speed, teamwork, and shooting accuracy.
Work With What You Have Read More »
If the change you wish to make is so important to you, see how it fits into their narrative.
It’s easier to help someone get to where they’re going than it is to persuade them to go somewhere else.
How Your Idea Fits In Read More »
RFP decks don’t sell. No marketer has ever signed a contract after seeing such a deck.
RFP decks are scanned for a reason to say “no”: the agency will waste my time because it doesn’t rhyme with the agencies that have come before.
RFP decks are also scanned for a reason to say “yes”: I’ll be left behind if I don’t leverage the agency’s insights and skills.
Fitting In, Yet Standing Out Read More »
The lazy approach is throwing the baby out with the bath water.
The effective approach is panning for existing assets to then reinvest in them for a way forward.
The most important part of the change-maker’s job is to change behavior.
Not by imposing it but guiding them to see that it’s exactly what they want to do.
