Work Culture 3/5: "Customer Obsession" | Innovation eLearning
133 بار بازدید -
3 سال پیش
-
Breakthrough ideas and disruptive innovation
Breakthrough ideas and disruptive innovation stem from a deep understanding of the customer. Regardless of what you are trying to communicate, there is a continuum of impact based on how you convey your message based on how well it connects to consumer culture. In this module, you will learn to do just that. A cultural connection is empowering. It aligns with the soul of one’s identity and beliefs. The goal is to enable you to not just speak to your customes, but with them. The full course is available at: https://www.trendhunter.com/emodule/c...
What would it take to get people to stop littering? You've seen signs that say stop littering and sometimes they work. Sometimes they don't but pretend this was your job. And in Texas, the government was trying to figure out how to get people to stop littering, and they thought about all sorts of different ideas. And then they came up with this campaign. And by just showing you the image of this tear, you might already know what I'm talking about. The campaign was with Iron Eyes Cody, and as he saw somebody litter from their car, a tear came out of his eye.
And that made such an intense connection that the Keep America Beautiful campaign continues to be one of the most memorable to this day. Iron Eyes Cody made an emotional connection with his tear. But here's the catch. Our nice Cody had no measurable impact on the amount people were actually littering.
Almost no measurable impact. At very least, so does an emotional connection matter if it works just a little bit on everyone? And the reality is there is a deeper level of connection than just an emotional connection.
I like to use what I call a continuum of impact for persuasion, and it has four different levels of convincing and the most basic level. We could be functional and tell people don't litter at the next level, you could give a little bit of a benefit, a motivation, a reward to find a discount, and you could basically try to motivate people through something that is direct. Maybe it works, but maybe it's transactional and does not repeat. The next level of connection would be an emotional connection, which we do indeed remember, and an emotional connection can stick with us for life.
But it doesn't necessarily create action. To create action you need to make a cultural connection. A cultural connection is a little bit different, so let's reapproach this to make our cultural connection, you would deeply need to know the answer to this question who litters. who exactly litters?
Letters. What's the seed of the people that are littering and taxes whose littering out the side of their car window? The people who litter and Texas are males. They are young and they drive pickup trucks.
And the organization that did this GSDNM when they looked into all of this, they also now realize these young males they have a king of my world lifestyle. So put yourself inside that pickup truck and ask yourself if the crying actor on television is convincing you to stop littering. And as a little side note, that actor was actually an Italian actor named Espera Oscar de Corti. It doesn't really make the same connection. So the team behind this came up with a different campaign, and the campaign led to a slogan Don't mess with Texas. Trademark. Maybe you've probably heard don't mess with taxes, but you may not know this is a trademarked ad slogan.
These words were used together for the very first time to get young males in Texas to stop littering out of their pickup trucks. The very first ad had a couple of Dallas Cowboy Football stars on the side of the highway.
one of the season can hit the ground. He bends over, picks up the can, looks at the camera, smashes it against his head and says, Don't mess with Texas. You litter, you're messing with Texas. Don't. OK, I won't litter.
Now, if you compare the two campaigns, it's pretty drastic as a difference. But I want you to compare, not as yourself. I want you to put yourself in the customer, the target demo's truck. And think about which campaign stops you for wanting to throw a beer can out of your pickup truck window.
And the answer becomes pretty clear. And if Iron Eyes Cody had no impact on littering? Well, guess what? Don't mess with Texas beat the goal of having a 5% decrease in litter instead of hitting the goal of a 5% decrease, there was a 72% decrease in the amount of litter on the side of the road. And of course, that slogan is now synonymous with Texas.
Now I'm taking this out of the corporate world, for this example. I wanted to pitch something human to really show the power of making a connection and that you can even compel people to do something that's difficult to do or choose if they have a cultural connection in all industries, for all tasks, for all organizations. Innovation and creativity starts by observing your customers, your clients, your constituents, your patrons, whatever your word is, whatever your role is.
What would it take to get people to stop littering? You've seen signs that say stop littering and sometimes they work. Sometimes they don't but pretend this was your job. And in Texas, the government was trying to figure out how to get people to stop littering, and they thought about all sorts of different ideas. And then they came up with this campaign. And by just showing you the image of this tear, you might already know what I'm talking about. The campaign was with Iron Eyes Cody, and as he saw somebody litter from their car, a tear came out of his eye.
And that made such an intense connection that the Keep America Beautiful campaign continues to be one of the most memorable to this day. Iron Eyes Cody made an emotional connection with his tear. But here's the catch. Our nice Cody had no measurable impact on the amount people were actually littering.
Almost no measurable impact. At very least, so does an emotional connection matter if it works just a little bit on everyone? And the reality is there is a deeper level of connection than just an emotional connection.
I like to use what I call a continuum of impact for persuasion, and it has four different levels of convincing and the most basic level. We could be functional and tell people don't litter at the next level, you could give a little bit of a benefit, a motivation, a reward to find a discount, and you could basically try to motivate people through something that is direct. Maybe it works, but maybe it's transactional and does not repeat. The next level of connection would be an emotional connection, which we do indeed remember, and an emotional connection can stick with us for life.
But it doesn't necessarily create action. To create action you need to make a cultural connection. A cultural connection is a little bit different, so let's reapproach this to make our cultural connection, you would deeply need to know the answer to this question who litters. who exactly litters?
Letters. What's the seed of the people that are littering and taxes whose littering out the side of their car window? The people who litter and Texas are males. They are young and they drive pickup trucks.
And the organization that did this GSDNM when they looked into all of this, they also now realize these young males they have a king of my world lifestyle. So put yourself inside that pickup truck and ask yourself if the crying actor on television is convincing you to stop littering. And as a little side note, that actor was actually an Italian actor named Espera Oscar de Corti. It doesn't really make the same connection. So the team behind this came up with a different campaign, and the campaign led to a slogan Don't mess with Texas. Trademark. Maybe you've probably heard don't mess with taxes, but you may not know this is a trademarked ad slogan.
These words were used together for the very first time to get young males in Texas to stop littering out of their pickup trucks. The very first ad had a couple of Dallas Cowboy Football stars on the side of the highway.
one of the season can hit the ground. He bends over, picks up the can, looks at the camera, smashes it against his head and says, Don't mess with Texas. You litter, you're messing with Texas. Don't. OK, I won't litter.
Now, if you compare the two campaigns, it's pretty drastic as a difference. But I want you to compare, not as yourself. I want you to put yourself in the customer, the target demo's truck. And think about which campaign stops you for wanting to throw a beer can out of your pickup truck window.
And the answer becomes pretty clear. And if Iron Eyes Cody had no impact on littering? Well, guess what? Don't mess with Texas beat the goal of having a 5% decrease in litter instead of hitting the goal of a 5% decrease, there was a 72% decrease in the amount of litter on the side of the road. And of course, that slogan is now synonymous with Texas.
Now I'm taking this out of the corporate world, for this example. I wanted to pitch something human to really show the power of making a connection and that you can even compel people to do something that's difficult to do or choose if they have a cultural connection in all industries, for all tasks, for all organizations. Innovation and creativity starts by observing your customers, your clients, your constituents, your patrons, whatever your word is, whatever your role is.
3 سال پیش
در تاریخ 1400/09/30 منتشر شده
است.
133
بـار بازدید شده