The document discusses how to change people's behaviors through understanding habits and behavioral science. It explains that most decisions are automatic and habitual rather than conscious thought. It introduces the habit loop model which identifies three parts to a habit: the cue that triggers the behavior, the routine or behavior itself, and the reward that reinforces the behavior. Understanding habits and where they get stuck in the loop can help identify how to change behaviors. Examples are given of companies that successfully targeted different parts of the habit loop to create new customer habits.
Aralin 14 - Pagmulat sa Katotohanan , Paglaya sa Kamangmangan
PSSLC 3.1 Nakakikilala ng katotohanan at karunuingan sa gitna ng masalimuot na kalakaran.
One day we woke up and realized that our days are filled with all kind of stuff unrelated to code or product, that our goals are driven by product owners, and that our code design is dictated by architects trying to tell us how we should solve problems. A strong coding culture gives the power back to the developer to concentrate on one thing: Create awesome stuff!
Imagine a culture where the input of the whole organization turns an individual idea into a user story in just a couple of hours; where everybody's goal is to make the customer awesome, and where you work on stuff you love instead stuff you loathe. A great coding culture concentrates on making developers productive and happy by removing unnecessary overhead, bringing autonomous teams together, helping the individual programmer to innovate, and raising the awareness among the developers to create better code.
I will talk about how to establish and foster a strong engineering-focused culture that scales from a small team to a huge organization with hundreds of developers. I'll give lots of examples from our experience at Atlassian to show that once you're working in a great coding culture, you won't want to work anywhere else.
You can find a video version of the talk here: https://www.youtube.com/watch?v=rRc0FEg46kw
Aralin 14 - Pagmulat sa Katotohanan , Paglaya sa Kamangmangan
PSSLC 3.1 Nakakikilala ng katotohanan at karunuingan sa gitna ng masalimuot na kalakaran.
One day we woke up and realized that our days are filled with all kind of stuff unrelated to code or product, that our goals are driven by product owners, and that our code design is dictated by architects trying to tell us how we should solve problems. A strong coding culture gives the power back to the developer to concentrate on one thing: Create awesome stuff!
Imagine a culture where the input of the whole organization turns an individual idea into a user story in just a couple of hours; where everybody's goal is to make the customer awesome, and where you work on stuff you love instead stuff you loathe. A great coding culture concentrates on making developers productive and happy by removing unnecessary overhead, bringing autonomous teams together, helping the individual programmer to innovate, and raising the awareness among the developers to create better code.
I will talk about how to establish and foster a strong engineering-focused culture that scales from a small team to a huge organization with hundreds of developers. I'll give lots of examples from our experience at Atlassian to show that once you're working in a great coding culture, you won't want to work anywhere else.
You can find a video version of the talk here: https://www.youtube.com/watch?v=rRc0FEg46kw
The secret language of water
As a contribution to the UNO-program »International Decade for Action water for life« from 2005-2015, Dr. Masaru Emoto has the intention to let all children of the world get his picture book for free.
The »Emoto-project« goal is to teach children about Dr. Emotos water research and his vision of how we all can live in a more peaceful and healthy world.
Water is life!
Firemní hodnoty.
Těžké, přetěžké téma. Na druhé straně – věda to není. Je to jen práce. S vyhrnutými rukávy, na sobě samých a s lidmi, které vedeme. Padesáti stránek se nelekejte. To jsem jen chtěl být maximálně srozumitelný, nikoli stručný, dodat vám odvahu prostřednictvím příkladů, co nejpodrobněji popsat úskalí a představit jednu metodu, která k naplnění firemních hodnot docela spolehlivě vede.
Vnímáte-li podobně jako já, že ta skutečná a rozhodující technologie budoucnosti se neskrývá pod buzzwordy jako průmysl 4.0 či digitalizace nebo umělá inteligence, ale spočívá ve spolupráci lidí a týmů, pak se tématu firemních hodnot nevyhnete. Je to jen otázka času.
V současné době se pozornost věnovaná vztahům výrazně zvýšila. Jednoduše proto, že je nyní daleko těžší o ně pečovat, když se nepotkáváme tak často osobně. A možná se to stalo i tím, že si některé firmy uvědomily, že firma není tak dobrá, jak dobré má zaměstnance, ale jak dobré jsou vztahy mezi nimi.
Není pochyb, že firemní hodnoty začínají sehrávat významnější roli. Jak by ne. Formují přeci firemní kultury, ve kterých (ne)mají strategie šanci uspět, v důsledku čehož pak (ne)roste celková firemní výkonnost. Přišel správný čas aktualizovat e-book, který jsem vypustil do světa 1. května 2019. Od té doby si ho prolistovalo přes 2000 čtenářů.
„Ničeho jsem nenabyl lehce, každá věc mě stála nejtvrdší práci. Nehledejte lehké cesty. Ty hledá tolik lidí, že se po nich nedá přijít nikam.“ říkal Tomáš Baťa. A já dodávám, že konkurenční výhoda v byznysu je obvykle spojena s tím, co není dostupné většině firem tak, jako jsou peníze, znalosti a technologie. Mám totiž na mysli odvahu, disciplinovanost, vizionářství. To jsou dovednosti, které firmám a jejich lídrům pomáhají vytvářet těžko kopírovatelné firemní kultury.
Petr Hovorka
We believe the only way to scale out Percolate is to distribute decision making out to the edges. That means we ask each and every person in the company to make decisions on behalf of the organization on a regular basis, without necessarily going to their manager to get advice or approval. Their guide instead must be the company’s culture. This values document is an attempt to officially record the values that we believe make Percolate great. Each value is paired with a question that anyone within Percolate could ask themselves to help them understand whether the decision they’re making is aligned with the company.
The rubric we used to write and judge these values is:
1) Enables someone actually make a decision in the moment: a question to ask yourself to know whether you’re living up to that value. An algorithm for making decisions.
2) Aimed at our constituents: employees, customers, and partners.
3) Something that someone can disagree with: generic values don’t help anyone understand anything.
4) Something that can fit in a picture frame or is tweetable: the goal is for these values to sit on a wall in every office around the world.
With that, here are the Percolate Values:
GROWING:
Startup = Growth. A startup isn’t determined by size; it’s a company fueled for growth. We must keep this spirit alive.
THOUGHTFUL BY DESIGN:
We aim for thoughtfulness in everything we do. This should be felt by colleagues, clients, and competition.
JUDGE PERCOLATE AGAINST PERCOLATE:
Know that everyone else has a lower bar than we do, never compromise.
SHIPPING > NOT SHIPPING:
Our orientation should always be towards delivery. Shipping, no matter how small, is always better than not.
OWNERSHIP:
You own this company. As we grow, it is your responsibility to ensure that we’re awesome. If it sucks, make it better.
CONSTANT QUESTIONING:
Asking ‘why?’ isn’t just for children. Being curious will make you and this company great.
FOCUSED ON SCALE, BUT WILLING TO DO THINGS THAT DON’T:
Sometimes the best way to reach scale in the long term is to do things that don’t in the short term.
LED BY PRODUCT:
Product is not just what we build, it’s the way we are. Everyone in the company should be thinking in, and building, products.
NOT JUST A JOB:
We want you to look back and feel that Percolate put your career on a new trajectory. You are proud, and you wouldn’t change a thing.
JUST:
At Percolate you are encouraged to run fast, be fearless, and work hard. If you make a mistake, let’s all learn from it.
What do you think? If you believe in our values and would like to come work with us, please get in touch.
percolate.com/jobs
This is the biggest change to Buffer's core values since they were first written down in 2013. For more about our values head over to www.buffer.com/values and read more about our approach to business at open.buffer.com.
In my book, TRIBAL KNOWLEDGE, I share worthwhile quotes from Starbucks executives. Unfortunately, not every quote made the cut for inclusion in the book. This following presentation shares 10 quotes that landed on the cutting room floor. Enjoy.
With 6,000+ tools to choose from, marketers are experiencing a "Stackapocalypse." Cut through the nightmare of choice with our ultimate growth marketing stack, proven to work seamlessly together to turn leads into conversions at scale.
Join Kissmetrics and Effin Amazing in this upcoming webinar to learn:
The tool stack that drove record-breaking growth for Effin Amazing's clients
How to integrate your stack for maximum marketing impact and minimum effort
Cool stack use cases including data enrichment, lead scoring, and workflow automation
You're a team of one, or just a few. Your job is to create "content," whatever that means, but you don't have resources, access, or approval. What do you do?
This presentation provides tips for individuals and small teams of content creators. Tools, advice, and capybara all included.
The Next Wave: The Future of Higher EducationLinkedIn
Jeff Selingo, distinguished author and editor of Inside Higher Ed, shares macro trends in Higher Education today and what marketers need to know to stay ahead.
Beyond Cat Videos: Driving Business with Social MediaLinkedIn
Social media isn't just a black hole of cat videos. It's a way to grow your business at scale. In fact, 78% of salespeople use social media to outsell their peers and customers are 29% more likely to purchase on the same day when social communications are a part of their buyer’s journey.
With proof like this, it’s time to get smart on how you leverage social media.
And to help your business post with poise, we’ve put together a superstar panel of social media managers to share:
• The tools, tips and tricks every social media marketer should know
• How the right digital presence can help you build brand awareness, generate leads and showcase thought leadership
• The types of content that perform best
• How to measure business impact from your efforts
Legend of the Hidden Audiences: Web Personalization at CA TechnologiesMarketo
Put on your explorer's hat and join us on an expedition to discover the hidden audiences on your website using Marketo Web Personalization. The legend of the unknown visitor is real and there’s probably thousands of them on your site right now. We must create personalized experiences that engage visitors to fill out forms and become known. Huddle around your guides from CA Technologies and Marketo as they share their personalization secrets and discoveries.
The secret language of water
As a contribution to the UNO-program »International Decade for Action water for life« from 2005-2015, Dr. Masaru Emoto has the intention to let all children of the world get his picture book for free.
The »Emoto-project« goal is to teach children about Dr. Emotos water research and his vision of how we all can live in a more peaceful and healthy world.
Water is life!
Firemní hodnoty.
Těžké, přetěžké téma. Na druhé straně – věda to není. Je to jen práce. S vyhrnutými rukávy, na sobě samých a s lidmi, které vedeme. Padesáti stránek se nelekejte. To jsem jen chtěl být maximálně srozumitelný, nikoli stručný, dodat vám odvahu prostřednictvím příkladů, co nejpodrobněji popsat úskalí a představit jednu metodu, která k naplnění firemních hodnot docela spolehlivě vede.
Vnímáte-li podobně jako já, že ta skutečná a rozhodující technologie budoucnosti se neskrývá pod buzzwordy jako průmysl 4.0 či digitalizace nebo umělá inteligence, ale spočívá ve spolupráci lidí a týmů, pak se tématu firemních hodnot nevyhnete. Je to jen otázka času.
V současné době se pozornost věnovaná vztahům výrazně zvýšila. Jednoduše proto, že je nyní daleko těžší o ně pečovat, když se nepotkáváme tak často osobně. A možná se to stalo i tím, že si některé firmy uvědomily, že firma není tak dobrá, jak dobré má zaměstnance, ale jak dobré jsou vztahy mezi nimi.
Není pochyb, že firemní hodnoty začínají sehrávat významnější roli. Jak by ne. Formují přeci firemní kultury, ve kterých (ne)mají strategie šanci uspět, v důsledku čehož pak (ne)roste celková firemní výkonnost. Přišel správný čas aktualizovat e-book, který jsem vypustil do světa 1. května 2019. Od té doby si ho prolistovalo přes 2000 čtenářů.
„Ničeho jsem nenabyl lehce, každá věc mě stála nejtvrdší práci. Nehledejte lehké cesty. Ty hledá tolik lidí, že se po nich nedá přijít nikam.“ říkal Tomáš Baťa. A já dodávám, že konkurenční výhoda v byznysu je obvykle spojena s tím, co není dostupné většině firem tak, jako jsou peníze, znalosti a technologie. Mám totiž na mysli odvahu, disciplinovanost, vizionářství. To jsou dovednosti, které firmám a jejich lídrům pomáhají vytvářet těžko kopírovatelné firemní kultury.
Petr Hovorka
We believe the only way to scale out Percolate is to distribute decision making out to the edges. That means we ask each and every person in the company to make decisions on behalf of the organization on a regular basis, without necessarily going to their manager to get advice or approval. Their guide instead must be the company’s culture. This values document is an attempt to officially record the values that we believe make Percolate great. Each value is paired with a question that anyone within Percolate could ask themselves to help them understand whether the decision they’re making is aligned with the company.
The rubric we used to write and judge these values is:
1) Enables someone actually make a decision in the moment: a question to ask yourself to know whether you’re living up to that value. An algorithm for making decisions.
2) Aimed at our constituents: employees, customers, and partners.
3) Something that someone can disagree with: generic values don’t help anyone understand anything.
4) Something that can fit in a picture frame or is tweetable: the goal is for these values to sit on a wall in every office around the world.
With that, here are the Percolate Values:
GROWING:
Startup = Growth. A startup isn’t determined by size; it’s a company fueled for growth. We must keep this spirit alive.
THOUGHTFUL BY DESIGN:
We aim for thoughtfulness in everything we do. This should be felt by colleagues, clients, and competition.
JUDGE PERCOLATE AGAINST PERCOLATE:
Know that everyone else has a lower bar than we do, never compromise.
SHIPPING > NOT SHIPPING:
Our orientation should always be towards delivery. Shipping, no matter how small, is always better than not.
OWNERSHIP:
You own this company. As we grow, it is your responsibility to ensure that we’re awesome. If it sucks, make it better.
CONSTANT QUESTIONING:
Asking ‘why?’ isn’t just for children. Being curious will make you and this company great.
FOCUSED ON SCALE, BUT WILLING TO DO THINGS THAT DON’T:
Sometimes the best way to reach scale in the long term is to do things that don’t in the short term.
LED BY PRODUCT:
Product is not just what we build, it’s the way we are. Everyone in the company should be thinking in, and building, products.
NOT JUST A JOB:
We want you to look back and feel that Percolate put your career on a new trajectory. You are proud, and you wouldn’t change a thing.
JUST:
At Percolate you are encouraged to run fast, be fearless, and work hard. If you make a mistake, let’s all learn from it.
What do you think? If you believe in our values and would like to come work with us, please get in touch.
percolate.com/jobs
This is the biggest change to Buffer's core values since they were first written down in 2013. For more about our values head over to www.buffer.com/values and read more about our approach to business at open.buffer.com.
In my book, TRIBAL KNOWLEDGE, I share worthwhile quotes from Starbucks executives. Unfortunately, not every quote made the cut for inclusion in the book. This following presentation shares 10 quotes that landed on the cutting room floor. Enjoy.
With 6,000+ tools to choose from, marketers are experiencing a "Stackapocalypse." Cut through the nightmare of choice with our ultimate growth marketing stack, proven to work seamlessly together to turn leads into conversions at scale.
Join Kissmetrics and Effin Amazing in this upcoming webinar to learn:
The tool stack that drove record-breaking growth for Effin Amazing's clients
How to integrate your stack for maximum marketing impact and minimum effort
Cool stack use cases including data enrichment, lead scoring, and workflow automation
You're a team of one, or just a few. Your job is to create "content," whatever that means, but you don't have resources, access, or approval. What do you do?
This presentation provides tips for individuals and small teams of content creators. Tools, advice, and capybara all included.
The Next Wave: The Future of Higher EducationLinkedIn
Jeff Selingo, distinguished author and editor of Inside Higher Ed, shares macro trends in Higher Education today and what marketers need to know to stay ahead.
Beyond Cat Videos: Driving Business with Social MediaLinkedIn
Social media isn't just a black hole of cat videos. It's a way to grow your business at scale. In fact, 78% of salespeople use social media to outsell their peers and customers are 29% more likely to purchase on the same day when social communications are a part of their buyer’s journey.
With proof like this, it’s time to get smart on how you leverage social media.
And to help your business post with poise, we’ve put together a superstar panel of social media managers to share:
• The tools, tips and tricks every social media marketer should know
• How the right digital presence can help you build brand awareness, generate leads and showcase thought leadership
• The types of content that perform best
• How to measure business impact from your efforts
Legend of the Hidden Audiences: Web Personalization at CA TechnologiesMarketo
Put on your explorer's hat and join us on an expedition to discover the hidden audiences on your website using Marketo Web Personalization. The legend of the unknown visitor is real and there’s probably thousands of them on your site right now. We must create personalized experiences that engage visitors to fill out forms and become known. Huddle around your guides from CA Technologies and Marketo as they share their personalization secrets and discoveries.
The 2017 State of Social Marketing Report RevealBryan Blackburn
In this live-recorded webinar, we unveil the findings from our 2017 State of Social Marketing Report.
With responses from nearly 2,800 marketers from 111 countries, this is our biggest report yet. You will get a detailed look into the social media industry in 2017 - including:
Challenges and successes of marketers from across the world
Social media budget forecasts through 2020
The rise of influencer marketing
Paid social and its role in business objectives
Learn how LinkedIn is investing in higher education and get a sneak preview of new solutions and tools that will help you achieve your marketing goals.
PERFECT IS THE ENEMY OF GOOD - How Imperfection Can Drive InnovationAndreas Krasser
Many big agencies, and businesses in general, tend to fall into the perfectionist trap. They spend too much time refining, second-guessing and researching their ideas, and by not moving fast enough today, they risk to be irrelevant already by tomorrow.
This presentation talks about DDB Group Hong Kong’s own little start-up venture, and how it helped the agency to un-learn its love for the absolute perfect, and instead embrace the good – the minimum viable good.
Further, this presentation also contains practical tips and frameworks for agencies as well as corporations that are looking to foster a culture of innovation from the inside out.
The Future of Searchable Content | Voice Search & AIKaty Katz
The landscape of search marketing is changing as voice search, artificial intelligence, and machine learning become a reality of our everyday lives. Learn how to adapt your content strategy to get ready for these changes ahead of time.
Hacking Inbound: 25+ Proven B2B Lead Generation Quick Wins and Campaign IdeasPR 20/20
Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, this fast-paced session will deliver a wealth of tools and tips designed to make an immediate impact on your business. Looking beyond the standard inbound marketing playbook, we'll dive into unique uses cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
Rand's presentation from the Marketing Loves Sales conference in Portland, Oregon, covering the landscape of search, and tactical tips for B2B practitioners of SEO.
1. Visual illusions (also called optical illusions) show that the br.pdfmohammedfootwear
1. Visual illusions (also called optical illusions) show that the brain can be readily fooled. (1
page)
a. What insights do visual illusions offer us regarding the workings of the brain?
b. How can these insights be extended to explain the brain’s role in decision making?
2. One of the most intriguing questions we face when studying how the brain functions in
making decisions is: What role does the unconscious brain play in decision making? (1-2 pages
total)
a. What are the strengths and limitations of the conscious brain in decision making?
b. How can the unconscious brain contribute to an individual’s decision making capability?
c. What do anecdotal accounts—such as those provided by Malcolm Gladwell in Blink—tell us
about the role of the unconscious brain in decision making?
d. What do experimental studies—such as those carried out by Wilson and Dijksterhuis—tell
us?
e. Based on the experimental studies reported in Framing Decisions, what are the merits of
making on-the-spot decisions vs. decisions after substantial deliberation (e.g, by sleeping on a
decision)?
3. Page 104 of Framing Decisions identifies four sets of questions decisions makers need to
address when making decisions of consequence in order to surface potential moral hazard
situations. Explain the rationale underlying each question. If you ask these questions when
deliberating on decisions of consequence, how can you improve the quality of your decision
making? (1-2 pages)
Solution
Answer-1
a. When you look at something, what you’re really seeing is the light that bounced off of it and
entered your eye, which converts the light into electrical impulses that your brain can turn into an
image you can use. The process that takes about a tenth of a second but your eyes receive a
constant stream of light, an incredible amount of information, so it’s really difficult for your
brain to try to focus on everything at once. It would be like trying to take a sip of water from a
firehose. So your brain takes shortcuts, simplifying what you see to help you concentrate on
what’s important, which helps compensate for your brain’s tenth-of-a-second processing lag.
This trait helped early humans survive encounters with fast predators – or at the very least avoid
running into obstacles like trees.
b. a sample of three decision errors. First, the default effectoccurs when people end up
“choosing” different options when allowed not to choose at all, i.e., when a lack of any active
selection returns the default. Impressively, countries that allow individuals to decline being a
potential organ donor have far greater donor pools than countries that allow individuals to
decline not being a potential donor (Johnson & Goldstein, 2003). Second, Dan reports that
physicians are more likely to pull a patient back from scheduled surgery when they discover that
they forgot to test the efficacy of one drug, than when they notice that they overlooked two
drugs. In the latter case, the physicians would need t.
Security Is Like An Onion, That's Why It Makes You CryMichele Chubirka
Why is the security industry so full of fail? We spend millions of dollars on firewalls, IPS, IDS, DLP, professional penetration tests and assessments, vulnerability and compliance tools and at the end of the day, the weakest link is the user and his or her inability to make the right choices. It's enough to make a security engineer cry. The one thing you can depend upon in an enterprise is that many of our users, even with training, will still make the wrong choices. They still click on links they shouldn't, respond to phishing scams, open documents without thinking, post too much information on Twitter and Facebook, use their pet's name as passwords, etc'. But what if this isn't because users hate us or are too stupid? What if all our complaints about not being heard and our instructions regarding the best security practices have more to do with our failure to understand modern neuroscience and the human mind's resistance to change?
This was a presentation I did on Malcolm Gladwell's Blink 4 years ago in University. There are some points missing that were presented verbally, but it's still an interesting summary on a fantastic book.
Go with your gut? Or not... understanding unconscious bias at work | Time to ...CharityComms
Trish Driver, founder and CEO, A New Normal
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
IntroductionEvery author, I suppose, has in mind a set.docxvrickens
Introduction
Every author, I suppose, has in mind a setting in which readers of his or her work could benefit
from having read it. Mine is the proverbial office watercooler, where opinions are shared and
gossip is exchanged. I hope to enrich the vocabulary that people use when they talk about the
judgments and choices of others, the company’s new policies, or a colleague’s investment
decisions. Why be concerned with gossip? Because it is much easier, as well as far more
enjoyable, to identify and label the mistakes of others than to recognize our own. Questioning what
we believe and want is difficult at the best of times, and especially difficult when we most need to
do it, but we can benefit from the informed opinions of others. Many of us spontaneously anticipate
how friends and colleagues will evaluate our choices; the quality and content of these anticipated
judgments therefore matters. The expectation of intelligent gossip is a powerful motive for serious
self-criticism, more powerful than New Year resolutions to improve one’s decision making at
work and at home.
To be a good diagnostician, a physician needs to acquire a large set of labels for diseases, each
of which binds an idea of the illness and its symptoms, possible antecedents and causes, possible
developments and consequences, and possible interventions to cure or mitigate the illness.
Learning medicine consists in part of learning the language of medicine. A deeper understanding of
judgments and choices also requires a richer vocabulary than is available in everyday language.
The hope for informed gossip is that there are distinctive patterns in the errors people make.
Systematic errors are known as biases, and they recur predictably in particular circumstances.
When the handsome and confident speaker bounds onto the stage, for example, you can anticipate
that the audience will judge his comments more favorably than he deserves. The availability of a
diagnostic label for this bias—the halo effect—makes it easier to anticipate, recognize, and
understand.
When you are asked what you are thinking about, you can normally answer. You believe you
know what goes on in your mind, which often consists of one conscious thought leading in an
orderly way to another. But that is not the only way the mind works, nor indeed is that the typical
way. Most impressions and thoughts arise in your conscious experience without your knowing how
they got there. You cannot tracryd>e how you came to the belief that there is a lamp on the desk in
front of you, or how you detected a hint of irritation in your spouse’s voice on the telephone, or
how you managed to avoid a threat on the road before you became consciously aware of it. The
mental work that produces impressions, intuitions, and many decisions goes on in silence in our
mind.
Much of the discussion in this book is about biases of intuition. However, the focus on error
does not denigrate human intelligence, any m ...
Dealing with Your Intuition or Gut InstinctNanci Deutsch
When in doubt, trust your guts. This is the most popular advice being given by well-being professionals to people who seek these specialists after repeated failures to get ahead in their jobs or undertakings. Such people felt there was something wrong in their judgment, in the life choices they made.
The headlines tell us about how Covid-19 has impacted businesses and the boardroom...but what about the bedroom? What's the number one biggest sexual behavior change expected post-COVID? Our quantitative exploration (inclusive of a proprietary survey) has illuminated an eye-opening new reality that is equal parts startling and hopeful. Enjoy our exploratory film and article here: https://www.thesoundhq.com/sex-in-the-time-of-covid-19/
How many Jobs-To-Be-Done exist when it comes to beauty and grooming? Turns out all those showers, shaves and new hairstyles really add up! Find out how The Sound can help simplify it all for you and your brand, using the Jobs to be Done method.
We know creative development research can sometimes feel like a way to kill great ideas. And we think that sucks. We’re here to make sure that doesn’t ever happen to you (again). Read on to learn how!
Human beings went from never sleeping in the same place twice to having home become the center of our lives.
Throughout this journey, home has steadily evolved – from a threadbare shelter to a high-rise penthouse, with each new cultural and technological development changing the meaning of what home is.
Now, home is changing again.
In the 20th century, the home became modern and took on quasi-utopian qualities. It moved from a structure built to ensure the survival of the family unit into a private oasis that separates what is yours from the world. A place where we can be our true selves and have some measure of control over our surroundings.
It is a place of rest and a respite from chaos. It is secure, private and above all else – dependable.
But over the last decade, the modern home has become destabilized, elusive, evasive, more constricted, less secure and broken.
At The Sound, we place individual experience at the heart of our work and expand outwards. So we put our feet on the ground on four continents, immersed ourselves in a wildly diverse range of households, explored the minutiae of home life and bore witness to inspiring stories of struggle, success and adaptation.
We’ve put our learnings into a lovely 50-page report for your reading pleasure.
Over the past year we’ve been taking notes on some fringe trends that have recently emerged or resurfaced. They relate to everything we do: what we eat, how we live, the technology we use and the culture we embrace.
Some have huge implications. Others are just incredibly weird. But all have some potential to disrupt the brandscape and make an impact on our lives.
Every generation has a shared set of experiences, values, and cultural flash points that come together to form distinct expressions of identity. To brush up on your generational differences, check out our latest guide.
Right now, Gen-Xers are doing something utterly revolutionary that is going unnoticed: They aren’t getting “old” and they’ve flipped the entire aging paradigm on its head.
It’s not good enough to simply understand the nature of disunity or recognize the value of empathy. We need to put our ideals and insights into practical action.
Generational cohorts in India are never homogenous. In such a complex and diverse country, there are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from the same generation, and understanding that is a story unto itself. However, understanding the attitudes and aspirations of the urban young is a great starting point, as these eventually find reflection in the larger groups throughout the rest of India.
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly globalised world engages them in similar debates about geopolitics, draws them towards the same content and even leads them towards the same social and environmental causes. But that’s only scratching the surface.
To truly understand this generation, we must understand the context they come from….
In FringesStream: Food India, we understand the latest movements impacting eating habits, ingredients and food occasions. Check this piece out to find out how India is exploring regional cuisine, reviving a more spiritual outlook towards food consumption and much more.
Tired of hearing "Millennials have been decoded, debunked, everything you need to hear" then "everything you've heard is wrong"... This isn't that at all. See why we think this generation deserves more than a few statistics and bold claims to tell their story. There’s a lot contradictory info on this generation, but that’s because they’re full of contradictions themselves.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
This month in our ongoing FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors, we're digging into the a topic that tempts us all: FOOD. In gaining an understanding of FringeStream Food, we've unearthed some interesting findings that recognize how the simultaneous celebration of food culture and turmoil of traditional food systems have led to mainstream confusion over what to eat. Find out how empowered groups are moving beyond our over reliance on over-processed convenience food to create new opportunities and an increasing Appetite for Conviction.
Welcome to our FringeStream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors. What happens when fragmentation, diversity and the choice to live differently becomes the new normal?
This month we explore Fallout Families, which challenges us to think about family structures differently and brings to life what new family norms look like, moving beyond the traditional - and increasingly outdated - model of the nuclear family.
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

In 2014, we asked 60 young people around the world to show and tell us about their generation. We set them the challenge of photographing their lives and describing why the images are important to them and illuminating to us.
The photographs and stories they produced are beautiful, inspiring, and informative – just like the best research should be.
The Generation Edge photography project reinforces The Sound’s belief that Insight is Art.
Inspired by an excerpt of Amy Poehler's book, "Yes, Please", about "women-on-women crime" and driven by out insatiable curiosity to study human behavior, we've decided to dig into the subject of modern-day parenthood.
More from The Sound: Exploration Strategy Innovation (20)
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
2
“We’re not thinking machines that feel,
we’re feeling machines that think.”
- Antonio Damasio
Neuroscientist at the University of Southern California,
Head of the Brain and Creativity Institute
3. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
Marke&ng is many things.
It is discovering what uniquely emo&onal space an an&histamine can occupy in
someone’s heart. It is an&cipa&ng which micro-trend currently popular among
tacoterians is going to disrupt the condiment market in 2020. It’s even
understanding how the &me and distance of someone's daily commute relates
to the likelihood of them switching deodorant brands.
But more than anything, marke&ng is about influencing people’s behaviour.
Ideally, to the point that they change their behaviour.
So understanding the rela&onship between the two, marke&ng and behaviour,
is crucial, don’t you think? At The Sound, we’ve spent thousands of hours
watching, listening, and talking to people to gain insight into the nature of this
rela&onship. And what we’ve learned from our endless trips down this rabbit
hole is that geIng people to change their behaviour is difficult.
It’s difficult because what a marketer cares about is not what a normal person
cares about. Normal people don’t think about your brand that much. Or at all.
Or ever. Save for that split second before they make a purchase. Sorry.
Don’t do this.
Marketing is the art of change
3
4. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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Another key reason as to why it is so difficult to change people’s behaviour is
because people do not always know why they do what they do. But when asked,
they’re happy to tell us anyway. Even if what they say contradicts what they do,
which happens rou&nely.
Taking what people say too literally has resulted in some truly awful common sense
marke&ng; the kind that makes ra&onal and persuasive sense – but doesn’t actually
influence behaviour at all.
Have you been lied to by ‘purchase intent’ data? Perhaps you had a persuasive ad
that sailed through pre-tes&ng but uSerly failed to drive sales? IPA data shows
quan&ta&vely pre-tested ads don’t perform any beSer on the metrics that maSer –
like sales and profitability.
We’ve all been there. Numbers some&mes lie and humans are complicated.
But no ma1er how beguiling, confounding or perplexing it is, the ques;on
remains: What can we do as researchers to be1er understand behaviour?
“I think” doesn’t mean what you think it means
5. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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Behavioural science kind of looks like
this when you close your eyes and
imagine it. Go ahead and try…
See?
It’s like a weird 4-dimensional cube
from the 1970s.
Amongst the marketer’s toolbox are many different types of tools. Some
are simple like a hammer, others are more complex, like a proton injector.
Somewhere in between is the discipline of behavioural science.
Most of us are familiar with the role our subconscious plays in decision
making – and understanding behavioural science can help you hone in on
the mechanics of why someone chooses to do the things they do.
There is a reason why the best adver&sing doesn’t need to talk about
product benefits. There’s a reason why we ‘forget’ bad news related to the
brands we like. And there’s a reason why we can make complicated
decisions in a maSer of microseconds.
A beSer understanding of behavioural science can help us understand
those reasons.
Get familiar with behavioural science
6. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
Ambiguity Effect
IKEA effect
Loss Aversion Optimism Bias
Curse of Knowledge
Belief Bias
Declinism
The tendency to be over-optimistic,
overestimating favorable and pleasing
outcomes.
The disutility of giving up an object is
greater than the utility associated with
acquiring it.
The tendency to avoid options for
which missing information makes
the probability seem "unknown".
The tendency for people to place a
disproportionately high value on objects
that they partially assembled themselves,
such as furniture from IKEA, regardless of
the quality of the end result.
When better-informed people Dind it
extremely difDicult to think about
problems from the perspective of
lesser-informed people
The belief that a society or institution
is tending towards decline. Particularly,
it is the predisposition to view the past
favourably and future negatively.
An effect where someone's evaluation
of the logical strength of an argument is
biased by the believability of the
conclusion.
Availability Cascade
A self-reinforcing process in which a
collective belief gains more and more
plausibility through its increasing
repetition in public discourse
Frequency Illusion
The illusion in which a word, a name,
or other thing that has recently come to
one's attention suddenly seems to
appear with improbable frequency
shortly afterwards
Not Invented Here
Aversion to contact with or use of
products, research, standards, or
knowledge developed outside a group.
Pessimism Bias
The tendency for some people, especially
those suffering from depression, to
overestimate the likelihood of negative
things happening to them.
But never mind all that.
Behavioural science has identified over
170 cognitive biases that influence our
decision-making. Here are 11 of them.
6
7. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
Go for the gut.
The central principle to this seemingly
complex discipline is actually quite simple
7
8. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
8
Gut feelings are heuris&c shortcuts; paSerns of intui&ve intelligence derived from the en&rety of
one’s learned experience. They override thoughts to help us make really complicated decisions,
really quickly, all the &me. But how do you know when a decision comes from the gut or the
brain? Here’s three ques&ons that can help you understand the nature of of any given decision:
What is a gut feeling?
A Is the decision a habit?
Did the person simplify the decision?
Is context influencing the decision?
B
C
Deciding to eat a Frank & Cheese
burger will give you the wrong kind of
gut feeling.
If the answers are: A. No B. No and C. No … congratula&ons!* You’ve iden&fied an
instance of purely ra&onal behaviour and logic-based decision making. There’s no
need for behavioural science here. Feel free to take a short break before reading on.
But if the answers to any of the ques&ons suggest that they are using their gut
rather than their brain, no break for you.
*Although you might want to double check your answers. Unless you’re researching cartography or how people solve maths problems there’s likely something you’ve overlooked.
9. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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“Habits emerge because the brain is
constantly looking for ways to save effort.”
- Charles Duhigg
Author of The Power of Habit:
Why We Do What We Do in Life and Business
10. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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We all have habits. Some good, some bad. Some weird, some normal.
Some are even weird and normal, like mouthing Wed-nes-day phone&cally
to help you spell it out. (It’s ok, we all do it.)
Habits are efficient. They mean we can do complicated things, like driving
a 4,000 lb vehicle for hours on end, and simple things, like buying a box of
cereal, all without having to actually think about what we’re doing.
Ul&mately, this mental efficiency allows us to breeze through the 35,000
or so decisions it takes to get through an average day without breaking
down from mental exhaus&on. Because they aren’t decisions at all, but
forms of automa&c behaviour. And as any nail-biter, room-pacer or
smartphone-flicker can aSest, it takes far more energy to not do them
than it does to keep coas&ng on auto-pilot.
So, most of our behaviour is automa&c. Which means conscious thought
doesn’t have a role to play in the majority of our decisions. This is great
for brands if they are already a part of an exis&ng habit, but a real
challenge if they aren’t.
This is the habit fairy.
He lives inside your brain.
What is a habit?A
11. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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By understanding how habits work we can design more intui&ve products
and crag smarter marke&ng that has a beSer chance changing people’s
behaviour.
Charles Duhigg’s habit loop provides a framework that lets us look under the
hood of these decisions to understand what it is that makes people do what
they do.
The habit loop consists of three parts:
Cue: No cue, no behaviour. All habits are triggered by something - it can be a
thought, feeling, image or even a &me of day. But all habits begin
somewhere. That somewhere is the cue.
Rou;ne: This is the behaviour itself, making this quicker, simpler or more fun
helps it to become s&cky.
Reward: The reward tells us that the behaviour was a good one we should
remember, and over &me ‘locks in’ the habit. You know it’s a habit when the
cue immediately creates an&cipa&on for the reward.
Cue
Routine
Reward
1. Charles Duhigg,The Power of Habit, 2013
1
The habit loop
12. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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We’ve personally witnessed the importance of the the habit loop when we
work with clients who want to create a specific new behaviour amongst their
target customers. They will ogen find that people like their brand and believe in
it, but that this affec&on and belief isn’t transla&ng into posi&ve behaviours.
Which is frustra4ng.
Habits are by nature repe&&ve, so we believe the best way to study them is
through diary tasks – which help us iden&fy what triggers a behaviour and how
it makes people feel. We then use this as a basis for discussion, to understand
how each stage of the habit works.
This allows us to pinpoint which part of the habit needs to be addressed. We
might iden&fy that people don’t even think of using a given product, which is a
cue issue, or it didn’t live up to expecta&ons, which would be reward problem.
We used this model to help one client re-orient their communica&ons. Whilst
they had been hammering home the incredible performance of their product –
we discovered that they inadvertently created a cue for use only in extreme
situa&ons. Oops! This meant that their customers didn’t even think of using the
product except as a last resort …which wasn’t very ogen.
Using the habit loop
13. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
Febreeze redesigned their boSle from
something plain and cupboard-bound,
into something aSrac&ve and counter-
worthy, taking it from being largely
ignored to something that was always
present as a visible cue.
Toyota’s glass of water app challenged
drivers to drive smoothly and avoid
abrupt accelera&on – this increased
awareness of fuel-efficiency and reduced
petrol consump&on by up to 10% for
users. Gamifica&on like this is a common
way to create a new reward for a desired
behaviour.
Starbucks knows how deeply their
customers both cherish and rely on their
morning coffee rou&ne, so they made
the process easier and s&ckier by
introducing the Starbucks app, which
allows customers to pre-purchase that
crucial first cup of joe and go straight to
the pick-up line.
Cue Routine Reward
A few of our favourite habit-y products
13
14. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
What is it that prompts people to use
your product?
How intui&vely is your brand / product
associated with the problem it solves?
Is there an obvious moment people
should use your product?
How does the habit make people feel?
Is the reward instant or delayed?
How do you communicate the reward?
How easy, fun or quick is the behaviour?
Can the behaviour be streamlined?
Is the behaviour intui&vely learned?
Cue Routine Reward
What do habits mean for you?
First of all - acknowledge that you’re dealing with a habit rather than a ra&onal
choice. It’s hard to persuade people out of a habit, it’s far beSer to make the habit
easier and s&ckier. Here are some ques&ons to help you on your way:
14
15. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
15
“When faced with a difficult question,
we often answer an easier one instead.”
- Daniel Kahneman
Nobel Prize-winning psychologist and author of
Thinking, Fast and Slow
16. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
16
We guess&mate that people spend .05% of a moment considering and weighing the
benefits of 99% of the things we buy everyday.
Conversely, marketers spend 99% of our &me imagining the non-existent conversa&ons
people are having in their minds determining if 10% shinier hair is beSer than 15%
stronger strands.
They don’t weigh up pros and cons of all the op&ons available before making a
judgement or a decision. Instead they use intui&on and emo&on to guide them,
subs;tu;ng hard ques;ons that require concentra&on, for easier ques;ons that don’t.
Which is the most powerful
cleaning product?
Which brand feels
the most macho?
Should I increase my daily
fibre consump&on?
How ‘regular’ am I?
How likely am I to be squashed
by an intergalac&c meteor strike?
How do we blow
up a meteor?
Keep it simpleB
This metaphorical representation of
the human mind lends a certain
academic credibility to this insight,
don’t you think?
17. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
17
Our infinite cleverness is ogen misdirected
towards wri&ng smart benefit statements
and compelling RTBs instead of simply
sor&ng out the easy ques&on that people
want answered.
This is a really libera;ng idea once you dig
into it. It means that our recommenda&ons
aren’t constrained to what people say is
important but to what they genuinely find
important. It directs our ques&oning and
analysis to help us get to the ogen simple
ques&ons without crea&ng complicated and
unnecessary hierarchies of decision making.
Ager all, no one has the &me or inclina&on
to think like that anyways.
Google faced concerns about the
safety of their self-driving cars, so
instead of answering ‘how safe are
these cars?’ they instead answer ‘how
friendly do the cars feel?’ by designing
them to look as cheerful as possible.
Honda wasn't considered a premium car
manufacturer, so instead of persuading
people with an answer to ‘how credible
is Honda?’ they created the now famous
“The Cog” advert that showed an Accord
being seamlessly manufactured by a
Rube Goldberg machine to answer the
ques&on ‘how clever is Honda?’.
Better Marketing answers the easy questions
18. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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“People are typically unaware of the
reasons why they are doing what they
are doing, but when asked for a reason,
they readily supply one.”
- Daniel Gilbert
Psychologist at Harvard University and author of
Handbook of Social Psychology
19. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
19
Environment – Where we are and what’s happening around
us influences how we feel and how we behave in the moment.
Social – We are social creatures at heart and tend to copy other
people – some&mes unconsciously.
Choice – The way a choice is presented to us influences our
judgements. In some markets choice overload prevents people
from making a choice at all, or choices with a short-term
benefits outweigh a greater long-term benefit.
Personal – How we feel when making the choice influences what
we will do, this ogen differs from how people feel when
conduc&ng research.
Recognising the importance of context provides lots of useful angles to understand behaviour and
inform beSer marke&ng. Everything we sense and interact with can influence our behaviour and
impact our decision-making. So too can the other people around us, and the social dynamics at play.
Context mattersC
20. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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The Tube
Some London Underground sta&ons play
classical music to discourage an&social
behaviour, while some wine shops also play
classical music as it encourages people to spend
more.
Headphones
iPods were an extremely popular product, but you may
not have no&ced them if they didn’t include their
trademark white headphone cables. The headphones
served as an immediately recognizable cue, further
fuelling the perceived popularity of the device.
SocialEnvironment
21. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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Coupons
JC Penney was known for having great discounts vouchers
that made people feel like smart and savvy shoppers. In 2011,
the CEO decided to replace this strategy with an ‘everyday
low prices’ approach. Sales plummeted. They had removed
the very thing that made JC Penney a fun and rewarding
place to shop, now it was boring and cheap rather than
exci&ng and cheap. The CEO leg soon ager and the voucher
deals were reintroduced.
Personal Choice
Scarcity
Chicago’s Doughnut Vault makes some amazing donuts. But
they don’t make that many of them, and when they run out
they close up shop for the day. This ‘scarcity effect’ makes
the donuts seem even more special, so they can charge
more, sell more AND go home early. Framing choice with
this method naturally influences our percep&on of
something’s worth.
22. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
Context: Pub
22
A
B
C
D
E
A
B
C
D E
Market research is ogen conducted in an alien
seIng – a place that is nothing like the place where
people make their decisions. To get closer to the
these decisive moments, The Sound regularly
conducts in situ research for our clients. Some&mes*
this happens in a pub.
Does nau&cal bric-a-brac provide a cue to drink rum
or other sailor-friendly spirits?
What mental shortcuts do they use when surveying
their choices?
How are they feeling in this exact moment?
Who is this guy and why is he staring at us? Seriously.
What in this context is considered socially ‘normal’?
*well, more than some&mes to be honest
FF Do they use a coaster, and if not, why?
23. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
23
Summary of key points
“I think” ≠ what people think Tap into the gut Keep it simple
Diary Tasks
Context has a huge impact on how
we feel and behave in the moment.
Context mattersThe Habit Loop
We feel first and think second. If
we can get the gut to lead, the
brain will follow.
95% of our behaviours are habits
and they all follow a predictable
structure.
Let people tell their story in the
moment so you can discover their
triggers.
People do not know why they
do stuff.
Simplicity leads to fun,
quickness and s&ckiness.
24. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
24
It starts with the brief. Be really clear on the behaviour you want to influence and
understand how all your marke&ng and research lines up behind that goal.
The brief is where we ogen find the tensions in our projects, where the strategy is at odds
with the specific behaviour that needs to change.
We work with you to plug that gap, to ensure your marke&ng sets out to accomplish the
behaviour change goals it is supposed to.
Ask be1er ques;ons. Use the models in this presenta&on to create beSer project
hypotheses and don’t assume anyone will be able to tell you the answer – many &mes
you have to observe or infer it.
Answer be1er ques;ons. We know that people don’t make ra&onal judgements, so
instead discover how they make non-ra&onal judgements and design for those instead.
During research be conscious of the methodology – how natural is the seIng? Look
outside of the ‘respondent’ – what else could be influencing behaviour?
Ok, so there’s lots of clever stuff –
now what do you do with it all?
25. THE SOUNDTHE ART AND SCIENCE OF CHANGING PEOPLE’S BEHAVIOUR
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“Genuine insight values every
understanding, so always
contemplate and listen loudly.”
- The Sound
Smart as f*ck and never boring
26. WWW.THESOUNDHQ.COM 26
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