Próxima SlideShare
Words Matter: The Art of Getting People to Do What You Want
- Creativityhasthe powertochange humanbehavior @LeoBurnett @KevLilly @HowardL
- 1234567+ 910 Practice
- Ideas
- Words
- Pictures
- Wordsmatter.
- ineversaidyouwereugly.
- ineversaidyouwereugly.
- ineversaidyouwereugly.
- ineversaidyouwereugly.
- ineversaidyouwereugly.
- ineversaidyouwereugly.
- ineversaidyouwereugly.
- Wordsmatter. Choosethemwisely.
- you’reugly.
- Whatarethewordsandideas thatleadtoaction?
- SIMPLICITY TENSION AROUSAL ACTION
- SIMPLICITY TENSION AROUSAL ACTION SIMPLICITY
- Q: Howmanybrand messagesare peopleexposedto everyday? A: Whocares?
- We have fractions of a second to get the thumb to stop
- While patience is a virtue, it’s no longer a reality
- Themostannoying thingaboutbrands onsocialmedia 33%Writesloppily
- Leo Burnett Worldwide // September 2014 // Get to the f*cking point
- Leo Burnett Worldwide // September 2014 // ...simplify, simplify. - Henry David Thoreau
- Leo Burnett Worldwide // September 2014 // ...simplify, simplify. - Henry David Thoreau
- Wrong Words vs. Right Words
- Reduction vs. Simplicity
- Leo Burnett Worldwide // September 2014 // “Ihaveonlymadethisletter longerbecauseIhavenot hadthetimetomakeitshorter” - Blaise Pascal
- Briefbut meaningless
- SIMPLICITY TENSION AROUSAL ACTION TENSION
- Everything goodhasit.
- Good tension kills indifference
- Team A Team B 1 2 3 4 5 6 7
- 1 2 3 4 5 6 7 Team A Team B
- 1 2 3 4 5 6 7 Team A Team B
- Startwithassumptions Findcontradictions Leftwithunresolvedtension
- Areyouin goodhands?
- #LikeAGirl
- SIMPLICITY TENSION AROUSAL ACTION AROUSAL
- “Jaw dropping, good, sexy food”
- “Everytime I need a fix...”
- $$$$-Sex $-Drugs
- Ecological disaster Corporate neglect Surge for stability More unwanted war War against marriage Gay rights Migrant workers rights Illegal immigration v. v. v. v.
- EstateTax DeathTax
- Arousal takes us from sharing to caring
- High Arousal Low Arousal Positive Awe Excitement Amusement Contentment Negative Anger Anxiety Sadness
- SIMPLICITY TENSION AROUSAL ACTIONACTION
- Leo Burnett Worldwide // September 2014 // Someideasinspireaction, mostdon’tallowforit
- Makeitclearwhat youwantpeopletodo
- Leo Burnett Worldwide // September 2014 // Sharingisnotnecessarily changingbehavior
- #IWillIfYouWill
- #GangUpForGood
- SIMPLICITY TENSION AROUSAL ACTION
- problem what’s the problem the brand is trying to solve? purpose what does this brand believe? why does it exist? people who are we talking to? what are relevant attitudes, beliefs, and feelings? behavioral tension what are they doing now? what is the behavioral tension? change challenge what is the specific change we must create? cultural fuel what else is happening in culture that could accelerate this change? proof how do we know it’s impacting the business?
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