I’ve seen this repeatedly in marketing: every failure to act gets treated as a problem of motivation because motivation is the part communications can plausibly change. Capability and opportunity may require a different product, lower price, better process, more authority, or a policy change. Those are harder, more expensive, and usually owned by someone else. So, the campaign becomes a way to work on the problem without making the change the diagnosis actually requires.
I’ve seen this repeatedly in marketing: every failure to act gets treated as a problem of motivation because motivation is the part communications can plausibly change. Capability and opportunity may require a different product, lower price, better process, more authority, or a policy change. Those are harder, more expensive, and usually owned by someone else. So, the campaign becomes a way to work on the problem without making the change the diagnosis actually requires.
Great content, Simon! Thank you for sharing.
Love this. I can think of several campaigns in the immediate past that would have hugely benefited from this approach