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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…
Meisha Thigpen
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,…
Sara Isaac
5 MIN READ
Boo! Fear Campaigns – When Do They Work?

If you do drugs you will become an addict and die. …
Karen Ong Barone
3 MIN READ
Why We Really Do Need to Reinvent the Wheel

Maybe you’ve been there: On the brink of a brainstorming session,…
Peter Mitchell
3 MIN READ
You Are Naive and It’s a Problem

No matter how sophisticated you think you are, you are still…
Sara Isaac
3 MIN READ
How Narrow Should My Audience Be?

I’ve talked a lot recently about narrowing your audience. And rightfully…
Karen Ong Barone
6 MIN READ
Is Your Research Lying?

Consumer research is dangerous.  We all know the upside — how…
Peter Mitchell
3 MIN READ
Do You Want Dialogue — Or Just to Be Proven Right?

I have yet to meet a human being who loves to…
Sara Isaac
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…
Karen Ong Barone
4 MIN READ
Why Willpower is Bad for Behavior Change

Would you have passed the marshmallow test? What does that say…
Sara Isaac
3 MIN READ
Listening for the Cowboy: Finding What Moves People

In 1955, the legendary Chicago ad man Leo Burnett wrote to…
Peter Mitchell
3 MIN READ
Can’t Get What You Want From Your Creative Team?

It happens. You get the creative from your agency (or freelancer…
Karen Ong Barone
2 MIN READ
Why Pity is the Enemy of Behavior Change

If you work in behavior change and you feel sorry for…
Sara Isaac
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…
Karen Ong Barone
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…
Peter Mitchell
6 MIN READ
Want Green Behaviors? Stop Focusing on the Environment.

The problem with going green is all the gray. Humans like…
Sara Isaac
6 MIN READ
You Can’t Bore People Into Submission

A few weeks ago, my colleague Karen Ong wrote a post…
Sara Isaac
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.…
Peter Mitchell
3 MIN READ

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Why Your Eye-Catching Creative May Be Useless

It’s easy to get swept up in creative. If you are…
Karen Ong Barone
6 MIN READ
Save the Neighborhood, Not the Planet

Sprawling lawns, thick with lush, green grass, are part of what…
Peter Mitchell
13 MIN READ
No One is Paying Attention: How to Listen to Your Audience to Drive Change

The days are long gone when you could develop a clever…
Karen Ong Barone
3 MIN READ
Stop Selling Exercise – Do This Instead

In public health, exercise is behavioral gold. Getting people to exercise…
Sara Isaac
6 MIN READ
Key Takeaways from the SBCC Summit

Last week I attended the SBCC Summit, the international social and…
Sara Isaac
6 MIN READ
Why You Need to Listen Deeply — And Doubt What People Say

“Pure” behavioral scientists hate market research. One BeSci professor of mine…
Sara Isaac
6 MIN READ
Is Behavioral Economics Dead? Here’s What You Need to Know

Sometime during the pandemic blur years, during an online conference, I…
Sara Isaac
4 MIN READ
The Science Behind Fun Easy Popular – Here’s What You Need to Know

For 17 years, Marketing for Change has used the shorthand Fun,…
Peter Mitchell
6 MIN READ
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