Blog

You were supposed to want the white picket fence.

To wear the uniform.

And take the corner office.

A TV ad for Lexus is a nice illustration of what to do when you are a Challenger brand: appeal to the outsider.

But isn’t everyone an outsider?

When it comes to influencing people, we can:

• Show what others are doing, which can make people more inclined to follow. Think of ‘best seller’ book lists and ‘most popular’ product options; or
• Signal how you, dear consumer, are not like the o...

Social norms are commonly used in business to persuade customers to take action. But too often, they are used incorrectly and end up backfiring.

For my Just Do This members last month, I delved into the mistakes that are easily made when it comes to normalising behaviour and what we should do to get them right.

In this clip I cover:

• The two norming mistakes, including using statistics in the wrong way
• How to provoke a reconsideration of the status quo
• How a letter to Aussie GPs reduced ov
...