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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

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how to make people do stuff

  • 1. HOW TO GET PEOPLE TO DO STUFF @andywhitlock nowincolour.com Saturday, 8 May 2010
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. SEE FEEL THINK DO Does this really happen? Saturday, 8 May 2010
  • 7. 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
  • 8. 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
  • 9. “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
  • 10. 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
  • 11. DO FEEL THINK SEE Yes, yes, it’s nice “flipping” models isn’t it ;) Saturday, 8 May 2010
  • 13. something to do: discrimination rich conversation: of gay people Saturday, 8 May 2010
  • 16. something to do: supporting rich conversation: struggling students Saturday, 8 May 2010
  • 18. something to do: seeing who rich conversation: the smartest is Saturday, 8 May 2010
  • 20. something to do: being kind to rich conversation: your body Saturday, 8 May 2010
  • 22. WHEN YOU PUT DOING AT THE HEART OF THINGS, PEOPLE HAVE ALREADY JOINED THE CONVERSATION Saturday, 8 May 2010
  • 23. “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
  • 24. You’ve already... ...judged someone’s ...felt what it’s like to ...enjoyed playful sexuality support someone competitiveness Saturday, 8 May 2010
  • 25. STORY-TELLING VS STORY-DOING man vs machine man vs woman android Saturday, 8 May 2010
  • 26. 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
  • 28. CONCLUSION: ‘DOING’ BRINGS PEOPLE INTO THE CONVERSATION QUICKLY AND MEANINGFULLY Saturday, 8 May 2010