Why we employ people
We employ people to make our lives easier.
So why doesn’t it always feel that way?
Because they either don’t do what we want or they don’t do it in the way we want.
Then, to change what they do, we assume what motivates us will motivate them.
Can you see the problem?
When we’re ‘me’ centric - seeing the world from only our point of view - we’re likely to find fault in how others behave if it doesn’t match our expectations.
It’s...
Pricing is like a puffer jacket
I’ll never forget visiting Brisbane in winter.
As a Melburnian I packed light, shedding layers as the northern sun warmed my bones.
Around me, locals swarmed, clutching coffees and swathed in puffer jackets.
When you’re used to 12 degrees, 19 degrees feels warm.
When you’re used to 25 degrees, it doesn’t.
Our experience of temperature is relative.
So is pricing.
Things are only expensive or cheap depending on context.
Repairing my heater for $250 is...
Attention
Time is a limited resource.
Attention is a diminishing one.
As the world gets noisier, you will be defined by your ability to cut through.
If you can't get someone's attention, customers can't find you and colleagues ignore you.
That’s why I've spent the last two months deep diving on the science of attention: how to attract it, hold it, and use it to generate outcomes.
I'm not mucking around – I've read over 2,000 pages of academic studies and waded through...
Should you really promote how new something is?
Should you promote that something is new? Like under new management or a new product release?
In this video I share:
- new research on 'revision framing';
- whether people prefer something new over a functionally superior option; and
- how customer expertise changes things.
This is a sample of content from the Just Do This small business program. Find out how you can join.
Stop being undermined
No one questioned me.
When I worked in finance, no one questioned my accounts.
People didn’t interject with opinions about how to reconcile a ledger – I had the authority of accounting standards and regulations.
When I worked in HR, and later marketing, all kinds of people had an opinion. Usually unsolicited.
Because ‘soft skills’ professions have a barrier to entry problem.
It’s too low.
The skills required to do the job well are hidden...
Candles
When you light one candle on a birthday cake, your task is straightforward .
You have plenty of time before the match goes out and it’s easy for the recipient to blow out, too.
When you light 10 candles, things are more difficult. You have to avoid being singed by the match as well as the forest of candles.
Your recipient has more of a task, as well. Big breath to get it done.
When we share an idea, either in person or in writing, we tend to approach it like lighting 10...
Should you pay people to change behaviour?
Paying people to change behaviour doesn’t always work.
When trying to ban single use plastic bags from supermarkets, for example, a popular suggestion is to reward people for using reusable bags.
A less popular suggestion is to penalise those who don’t.
Well, here’s what behavioural research tells us.
In a study across 16,000 US shoppers, when people were paid a 5c BONUS for reusable bags, it did NOTHING to change behaviour.
When shoppers were hit with a 5c PENALTY,...
Why they're not doing what you want
When your car doesn’t start, there are a few simple things to check.
Is the battery flat?
Have you run out of fuel?
Has a connection been broken?
Running through these issues helps you narrow the problem so you can solve it.
So it is with behaviour.
If you are failing to get traction, ask yourself, is it because:
They’re not interested?
They’re confused? Or
They’re worried about proceeding?
I have a free tool to guide you through these questions, which you...
Louder doesn't help
Ever find yourself turning up the volume when watching a foreign language film?
I do, and it’s strange.
Because hearing what’s being said isn’t the problem.
Comprehension is.
Our brains get confused as to why we can’t understand something so look for the simplest explanation. We can hear words being spoken, so assume it’s a sound issue.
It’s the same with behaviour.
We jump to a conclusion that people aren't doing something because they simply...
Behavioural black box
When trying to get people to respond to you, does it sometimes feel like this?
Things get lost in translation.
The email you write doesn’t get opened.
Your website doesn’t compel them to click.
Your pitch doesn’t convert.
Something strange happens between your message and their response.
The behavioural black box.
Imagine being given the keys to the box?
Imagine seeing what’s inside.
Imagine designing work that translates to the desired...
