3. WARNINGIf you don’t get at least somewhat uncomfortable or offended during this morning’s workshop it’s most likely because you aren’t really paying attention.
8. The Diagnosis: Cynicism is an extreme—and mostly unconscious—hardening of one’s beliefs and attitudes caused by accumulated emotional pain which hasn’t yet been properly metabolized and released from the psyche (aka ‘learning’). “Idealism is what precedes experience, cynicism is what follows.” ~David Wolf
9. The mind is like a cell Inspiration Resides Here (@ core ) Cynicism Accumulates Here (@ shells )
10. THE TIPPY TOP SECRET WORLDVIEW THINKING FORMULA FOR OVERCOMING CYNICISM AND INSPIRING POSITIVE BEHAVIOR CHANGE... Step 1. Don’t be cynical. Step 2. Use advanced empathy strategies and worldview insights to help you penetrate hardened ‘membranes’ in the minds of your target audience.
13. Pop quiz! Which response is best? You are presenting quarterly financials to key company stakeholders.They aren’t good.Based upon your best judgment, which of the following strategies would be the most effective? A) Call upon the group to see the company's proud tradition and legacy B) Show how the competition performed even worse, and give reasons for optimism moving forward C) Begin by opening their hearts with moving examples of humane works performed by the company D) Find a creative way of communicating the problem and call upon innovation as the path forward
14. What is a Worldview? A specific habitual way of looking at the world which drives day-to-day behavior, and dramatically influences how a person makes sense of marketing and communications.
19. The Science of Worldviews 3 CRITICAL INGREDIENTS Social Optimism Value Lens Filtering Strategies How hopeful and open we are to new ideas (VITALITY) Values through which we look at the world (STRUCTURE) How we choose to block or allow incoming data (PERMEABILITY)
21. Claire W. Graves:The Albert Einstein of Values Developmental Psychologist and Researcher (1914–1986) “ Adult psychological development is an unfolding, emergent, oscillating, spiraling process marked by progressive subordination of older, lower-order behavior systems to newer, higher-order behavior systems as man’s existential problems change.” Key finding: Adult values grow and evolve over time in a somewhat systematic and predictable way.
28. A: It depends… Reagan = Copper Archetype Bush = Navy Archetype Carter = Jade Archeytpe Obama = Gold Archetype 20
29. Worldviews in Action Worldviews already shape all existing media, marketing and communications. Navy– Absolutistic Media Copper - Individualistic Media Jade – Humanistic Media Gold- Systemic Media
30. “Global warming is a scam. It’s ridiculous liberal propaganda. It’s arrogant to think that man could change the climate.” “What good is a green world if we don’t have jobs? ‘Green’ is code for increasing taxes, killing jobs and raising energy costs for consumers.” “Earth is a fragile system which is collapsing due to corporate greed and unconscious human consumption. We need to protect nature and punish those responsible” “We need to reframe, re-imagine, and redesign all of our systems leveraging the way nature works to create a sustainable system. And, sadly, I’m the only one smart enough to do it.” What are your thoughts on global warming? Navy– Absolutistic Cynic Copper – Individualistic Cynic Jade - Humanistic Cynic Gold- Systemic Cynic 20
31. “It’s time to rid the world of evil corporations and mindless consumers before it’s too late.” “Sustainable business – especially green energy-- is a huge opportunity to make money on an emerging industry.” “The sustainability makes me feel like I am part of something important – a group of caring people who really get it.” “We’ve got to find an innovative way prove our business models before this movement will be able to scale to critical mass.” “Subspecies” within the Sustainability Community Navy– Absolutistic Greenie Copper - Individualistic Greenie Jade - Humanistic Greenie Gold- Systemic Greenie 20
32. For which ‘color’ is each response best? You are presenting quarterly financials to key company stakeholders. They aren’t good.Based upon your best judgment, which of the following strategies would be the most effective? A) Begin by opening their hearts with moving examples of humane works performed by the company B) Show how the competition performed even worse, and give reasons for optimism moving forward C) Call upon the group to see the company's proud tradition and legacy D) Find a creative way of communicating the problem and call upon innovation as the path forward
33. Which type cynic most makes your skin crawl? Navy– Absolutistic Cynics Copper – Individualistic Cynics Jade - Humanistic Cynics Gold- Systemic Cynics 20
34. On a bad day, which type of cynic are you? Navy– Absolutistic Cynicism Copper – Individualistic Cynicism “I’m right and they are wrong. There’s no sense in arguing about it anymore. It comforts me know that there’s a special place in hell for people like this.” “It’s not my job to take care of the weak, lazy and the incompetent. Life is tough. They’ve got to suck it up and learn to take care of themselves.” Jade - Humanistic Cynicism Gold- Systemic Cynicism “Why am I always the only grownup in the room? This is exhausting.Maybe I should just say ‘to hell with it’ and get stinking rich before the world collapses.” “The world is full of unconscious jerks who have sold their souls. One day they’ll see the truth, and then they’ll be sorry, just you wait and see. (Can I have a hug?)” 20
35. What drives cynicism in each thinking type? Navy– Absolutistic Cynic Copper – Individualistic Cynic Fear of being on the wrong side of the truth (masquerading as judgment and self- righteousness) Fear of being low status or of losing control (masquerading as risk aversion and/or gritty realism) Jade - Humanistic Cynic Gold- Systemic Cynic Fear of the world collapsing due to mankind’s lack of psychological evolution (masquerading as impatience, arrogance or aloofness) Fear of being selfish and of losing warm social connections (masquerading as group think and/or militant idealism) 20
37. Strategy Exercise The Empathy Challenge (3-step) 1. Pick a particularly challenging stakeholder (role & thinking type) 2. Write a short essay from their POV -- trapped here against their will Use your imagination. Embody the role. (2 paragraphs minimum) 3. Come up with 3 new communication strategies for overcoming cynicism and inspiring behavior change in this audience
39. Q:How can we best understand human behavior? Market Trends WHAT (seeing) Life Situation / Context Attitudes and Preferences HOW (thinking) Goals / Aspirations Beliefs WHY (ontological grounding) Worldviews
44. 4 “fun facts” about NAVY consumers in the US: -Associate the word ‘green’ with words: crap, scam, hype, lie, nothing, political propaganda -REALLY do not like China! (more than any other thinking type) -Eat a surprisingly large amount of organic foods (and yet don’t care about a company’s environmental record) -Would rather get $1 Million than single-handedly stop global warming, fix global water problems, or save the rainforest (same as copper) EcoPulse 2011: highlights
45. EcoPulse 2011: highlights 4 “fun facts” about COPPER consumers in the US -Top environmental concerns: population growth, ozone depletion, resource scarcity, nuclear proliferation, -Like fast cars. Least likely to be looking for sustainable products and most likely to believe that such products ‘always cost more’ - Fair trade (living wage) is most important issue they consider when evaluating the overall sustainability of a product -Highly influenced by trends and enjoy paying for purchases with credit cards (exact opposite navy)
46. 4 “fun facts” about JADE consumers in the US - Know a product is green if: friends and relatives tell them about it, it is 3rd party certified or it is 'monitored by the US government' -Not big fans of China! (almost as much as Navy thinkers) -Likely to change behavior if: their kids ask them to, or if they learn that it harms the environment (unlike Copper and Navy) -See 'buying less stuff' as most important thing to do to promote a greener lifestyle. Will pay more for a product from a trusted company (only thinking type to claim this). EcoPulse 2011: highlights
47. 4 “fun facts” about GOLD consumers in the US -BY FAR the most strongly educated (and active) about all things green: recycling, certification systems, lifestyle choices, etc. -Do not believe that brand names are the bets indicator of product quality (focus instead on production process and triple bottom line) -Only thinking type to say they’d choose “the environment over personal comfort” when making lifestyle choices (and also most likely to drive a Hybrid!) -Would rather single-handedly preserve endangered species than get $1 Million in cold hard cash EcoPulse 2011: highlights
52. Worldview of a Sustainability Advocate Social Optimism Filtering Style
53. Worldview of a Sustainability Antagonist Social Optimism Filtering Style
54. Worldview of a Sustainability Agnostic Social Optimism Filtering Style
55. WORLDVIEW OF A SUSTAINABILITY ADVOCATE WORLDVIEW OF A SUSTAINABILITY ANTAGONIST Social Optimism Filtering Style Social Optimism Filtering Style
56.
57. Use Keywords: profit, success, measurable, opportunity, common sense, right/wrong, purpose, discipline, authority, sacrifice, family, duty, markets
58. Do the numbers. Frame as opportunity succeed financially while “doing the right thing”
59. Use “call to duty” action and/or “call to action” invitation strategies
60.
61. Words to avoid: sharing, intuition, connection, empathy, planetary, humanistic, anything to ‘woo-woo’ or altruistic
62. Avoid “call to imagine”, “call to service” or “call to surrender” invitation strategies
63. Be weary of appearing either condescending, passive, or wishy-washy
64.
65. Thank you. “Practice, practice, practice. Then throw it all away and just wail.” ~Charlie Parker Tel: 1 800 401 8227 Email: john@worldviewthinking.com www.worldviewthinking.com www.johnmarshallroberts.com
Editor's Notes
Welcome to 4th annual “inspiring sustainability in skeptics” sustainable brand workshop. Rogue behavioral scientist who is hell-bent on using science to help organizations overcome cynicism through their communication strategies. Introduce yourself to the person next to you (name and what made you decide to get up so early to come here to this workshop)
Keep digging until we arrive at behavior, then thinking, then cynicism (good intentions – frustration – blame – cynicism & mistrust – gaming – gridlock )
Include anchor metaphor verbally
Include anchor metaphor verbally
High copper / navy -- low jade / pragmatic filtering / low social optimism
High copper/ jade -- low Indigo / balanced filtering / moderate social optimism
CHANGE TO MATCH
ROB PLEASE MAKE MORE PRETTY SOMEHOW – SEPARATE SLIDES IF NECCESARY OR EDIT TO LIKING
