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Use the “Friday Night” Question to Make Better Content

A large part of my job is looking at content before it goes out into the world and asking if it could be better.   Except, I never just ask if it could be better. I ask if my audience would click, watch, read or otherwise interact with it at 8pm…

A large part of my job is looking at content before…

6 MIN READ
Climate Fatalism Is a Problem. Here’s What You Can Do to Help.

At the Change 2023 social marketing conference last month in Brisbane,…

5 MIN READ
Boo! Fear Campaigns – When Do They Work?

If you do drugs you will become an addict and die. …

3 MIN READ
Why We Really Do Need to Reinvent the Wheel

Maybe you’ve been there: On the brink of a brainstorming session,…

3 MIN READ
You Are Naive and It’s a Problem

No matter how sophisticated you think you are, you are still…

3 MIN READ
How Narrow Should My Audience Be?

I’ve talked a lot recently about narrowing your audience. And rightfully…

6 MIN READ
Is Your Research Lying?

Consumer research is dangerous.  We all know the upside — how…

3 MIN READ
Do You Want Dialogue — Or Just to Be Proven Right?

I have yet to meet a human being who loves to…

2 MIN READ
Top 3 Mistakes Nonprofits Make When Investing in Creative (and How to Avoid Them)

Twenty years ago I started my career as a graphic designer…

4 MIN READ
Why Willpower is Bad for Behavior Change

Would you have passed the marshmallow test? What does that say…

3 MIN READ
Listening for the Cowboy: Finding What Moves People

In 1955, the legendary Chicago ad man Leo Burnett wrote to…

3 MIN READ
Can’t Get What You Want From Your Creative Team?

It happens. You get the creative from your agency (or freelancer…

2 MIN READ
Why Pity is the Enemy of Behavior Change

If you work in behavior change and you feel sorry for…

2 MIN READ
Stop Telling Moms What to Do — Lend Them a Hand Instead

Writing to you from a sleep-deprived-doesn’t-even-accurately-define-how-tired-I-am state of mind while on…

4 MIN READ
Six Reasons We Have Every Right to Influence Other People's Behavior

What gives anyone the right to influence other people’s behavior?  Who…

6 MIN READ
Want Green Behaviors? Stop Focusing on the Environment.

The problem with going green is all the gray. Humans like…

6 MIN READ
You Can’t Bore People Into Submission

A few weeks ago, my colleague Karen Ong wrote a post…

3 MIN READ
How to Listen to Lies: Decoding What You Hear in Focus Groups

There are a ton of ways to botch a focus group. But let’s pause for a moment to ask a baseline question about the world’s most common qualitative method: Is anyone ever really honest in even the most well managed focus group? I doubt it. We can’t be. To an…

There are a ton of ways to botch a focus group.…

3 MIN READ

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