Many ideas inspire action, but few allow for it. This talk will look at the world’s most inspiring & effective creative ideas to reveal the proven formula that gets people to act on your behalf.
54. Ecological disaster
Corporate neglect
Surge for stability
More unwanted war
War against marriage
Gay rights
Migrant workers rights
Illegal immigration
v.
v.
v.
v.
71. 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?