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Interview with John Marshall Roberts on understanding audiences worldviews in order to design communications programs that resonate with them. Because in order to effectively reach people's hearts and minds, the message or call to action has hold affinity to them, based on their values and ways of seeing things. This includes a variety of different personal attitudes toward oneself and the rest of the world, such as individualism, patriotism, altruism, and many others that are generally grouped together into persona types. John discusses these subjects and more within the larger subject of bringing sustainability thinking & values to a larger, and different, audiences - through psychology, empathy, and emotional intelligence.
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