Steve Jobs called the computer "a bicycle for the mind". A tool to amplify our natural abilities. To make us more efficient. More effective. And achieve more with less.
What if there were a bicycle for creativity too? To help produce more effective work. To disrupt established business models. And begin a new creative revolution – in business and society.
Today that’s not just possible, it’s happening. Behavioural science has gained traction because it’s uncovered small things that make a big difference. Tactical tweaks that have a real business impact.
Now this new approach is building a bigger, better industry. Giving more credibility to creative problem-solving. And expanding the scope of services offered and procured.
Behavioural science has gained traction because it’s uncovered small things that make a big difference. Tactical tweaks that have a real business impact.
The World Bank, President Obama and a growing number of forward-thinking agencies have already put behavioural thinking at the heart of their strategy. Here’s a toolkit of seven principles to help brands, agencies and marketers avoid getting left behind.
1. Certainty: Make it painless
Whether it’s trying something new or buying something new, we’re always weighing up pleasure and pain. The more uncertainty there is, the less likely we are to take that choice. Where this exists, there’s opportunity for innovation.
Take the taxi-industry as an example. Uber’s success has come because the product provides more certainty than ever before. You know exactly what’s happening every step of the way. It’s a small insight that has had significant business value.
2. Herd: Make it a norm
We’re social creatures seeking to fit in with what others are doing. That’s why trends exist. And influencers have power. But norms aren’t fixed and can be shaped to achieve strategic goals.
Perhaps the most socially-positive campaign in recent years has been 'The Living Wage'. Calls to raise wages have fallen on deaf ears to economists. Until the norm was created and a specific wage was defined. Now it’s become a status symbol for employers looking to attract talent.
3. Options: Make it attractive
We never make individual choices. Everything is relative to something. Another brand, another product, another option. The way these are presented – the choice architecture – powerfully affects how we choose.
Take your choice of drink in a restaurant. Rory Sutherland makes the point that everything is crafted to make you choose wine, which has the highest margin. On the table you’ll see wine glasses by default. Just one copy of the wine menu is given out. And the only drink one person can order is…wine. The final touch is the sommelier walking to the table with the question, "Red or White?"
We never make individual choices. Everything is relative to something.
4. Involvement: Make it interactive
A basic psychological need is our desire for autonomy. As Dan Pink points out, feeling involved enhances motivation - in the workplace and elsewhere.
Research has shown that 89% of the £19.4bn spent on marketing communications in 2015 were completely ignored. The reason is so many campaigns talk at people not to people.
Howard Gossage, the rebel 1960’s ad-man, realised the value of interactive communications. To promote Qantus he devised a competition asking people to name a new plane. The prize was a kangaroo. It gained international attention from a tiny budget. Isn’t it time this interactive playbook was used again?
5. Commitment: Make it reciprocal
If you make the first move and give a gift then you’ll likely get more back in return. This is known as reciprocity.
Amazon Prime is an example of a strategic initiative built on this principle. The customer gets free priority delivery. The company gets a longer-term relationship. Research shows that Prime customers convert at 74% versus just 14% for non-members. A big impact from a human insight.
6. Emotions: Make it human
As the OJ Simpson trial demonstrated, facts tell and stories sell. Appealing to rational means is no match for emotional story-telling.
Charity Water, a clean water non-profit, has raised over $200m in the past ten years. One of the key factors has been founder Scott Harrison’s skill at creating an emotional story that cuts through apathy and scepticism.
As the OJ Simpson trial demonstrated, facts tell and stories sell. Appealing to rational means is no match for emotional story-telling.
7. Simplicity: Make it easy
Nowhere is this more relevant than at the final hurdle: payment. Whether it’s simplifying a checkout, providing Contactless, or Apple Pay, making it easier is often the best first place to start.
Marketing has always been about changing behaviour. Today, the industry’s behaviour is changing too. For those looking to "make a dent in the universe", the new norm is becoming collaboration, partnerships and joint-ventures to make human understanding an unfair competitive advantage.