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how to make people do stuff
 

how to make people do stuff

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This is the final presentation I did in Madrid in April 2010. It's about doing. ...

This is the final presentation I did in Madrid in April 2010. It's about doing.

Basically it contains an argument against distilling rich conversations down into simple, light messages; that you can bring people into the richer story simply by getting them to do one, simple thing.

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how to make people do stuff how to make people do stuff Presentation Transcript

  • 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
  • Saturday, 8 May 2010
  • something to do: supporting rich conversation: struggling students Saturday, 8 May 2010
  • Saturday, 8 May 2010
  • something to do: seeing who rich conversation: the smartest is Saturday, 8 May 2010
  • Saturday, 8 May 2010
  • something to do: being kind to rich conversation: your body Saturday, 8 May 2010
  • 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
  • Saturday, 8 May 2010
  • CONCLUSION: ‘DOING’ BRINGS PEOPLE INTO THE CONVERSATION QUICKLY AND MEANINGFULLY Saturday, 8 May 2010