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Words Matter: The Art of Getting People to Do What You Want
Many ideas inspire action, but few allow for it. This talk will look at the world’s most inspiring & effective creative ideas to reveal the proven formula that gets people to act on your behalf.
SVP, Participation Strategy Director at Leo Burnett
Many ideas inspire action, but few allow for it. This talk will look at the world’s most inspiring & effective creative ideas to reveal the proven formula that gets people to act on your behalf.
problem what’s the problem
the brand is trying to solve? purpose what does this brand believe? why does it exist? people who are we talking to? what are relevant attitudes, beliefs, and feelings? behavioral tension what are they doing now? what is the behavioral tension? change challenge what is the specific change we must create? cultural fuel what else is happening in culture that could accelerate this change? proof how do we know it’s impacting the business?