how to make people do stuff

HOW TO GET PEOPLE TO DO STUFF @andywhitlock nowincolour.com Saturday, 8 May 2010

CASE STUDY: JOHNNIE WALKER BLACK LABEL This was years ago, so I’m not knocking the agency that did it. But it was a turning point for me in understanding the wrong and right ways to think about rich ideas. The following model is still commonly used by many brands... Saturday, 8 May 2010

man vs rich conversation: machine story-telling device: android Like a lot of advertising, the rich idea was distilled into a symbol/device that made the message potent and distinctive. Saturday, 8 May 2010

man vs rich conversation: machine story-telling device: android: “amplified” But it was the device that the client wanted to amplify. Saturday, 8 May 2010

man vs rich conversation: neglected :( machine story-telling device: android: “amplified” The richer conversation - and all its potential meaning and opportunities - was left behind. Saturday, 8 May 2010

SEE FEEL THINK DO Does this really happen? Saturday, 8 May 2010

CHANGE PERCEPTIONS > CHANGE BEHAVIOUR “This made sense in an era when marketing was limited to generating thoughts, but [...] things are often more complicated to explain than they are to do.” - Adrian Ho, Zeus Jones Saturday, 8 May 2010

CHANGE BEHAVIOUR > CHANGE PERCEPTIONS “If you want to change behaviour, change behaviour... or give them something to copy” - Faris Yakob “We learn by doing, and doing changes how we think about something.” - Adrian Ho, Zeus Jones Saturday, 8 May 2010

“GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE” - Stephen Anderson, product strategist http://www.slideshare.net/stephenpa/the-art-science-of-seductive-interactions?type=powerpoint Saturday, 8 May 2010

I believe that if you give people something to do it can accelerate people into the richer conversation something to do rich conversation: Saturday, 8 May 2010

DO FEEL THINK SEE Yes, yes, it’s nice “flipping” models isn’t it ;) Saturday, 8 May 2010

SOME EXAMPLES Saturday, 8 May 2010

something to do: discrimination rich conversation: of gay people Saturday, 8 May 2010

Saturday, 8 May 2010

something to do: supporting rich conversation: struggling students Saturday, 8 May 2010

something to do: seeing who rich conversation: the smartest is Saturday, 8 May 2010

something to do: being kind to rich conversation: your body Saturday, 8 May 2010

WHEN YOU PUT DOING AT THE HEART OF THINGS, PEOPLE HAVE ALREADY JOINED THE CONVERSATION Saturday, 8 May 2010

“Marketers spend too much time trying to get people to leap over the hurdle of "buy this, right now" and not enough on "it's yours, here's how you keep it." - Seth Godin Saturday, 8 May 2010

You’ve already... ...judged someone’s ...felt what it’s like to ...enjoyed playful sexuality support someone competitiveness Saturday, 8 May 2010

STORY-TELLING VS STORY-DOING man vs machine man vs woman android Saturday, 8 May 2010

FAST FOOD FOR THOUGHT “Rich ideas that get you thinking but delivered in quick, direct fashion.” - Nik Roope, Creative Director, Poke Saturday, 8 May 2010

CONCLUSION: ‘DOING’ BRINGS PEOPLE INTO THE CONVERSATION QUICKLY AND MEANINGFULLY Saturday, 8 May 2010

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how to make people do stuff

by Andy Whitlock

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