Oral B’s “Wrong Reason” 2 Minute Toothbrushing App

How to you get people to do what you want them to do? One approach is what we call “right reason” marketing. If you make toothbrushes, that means rationally convince people why they should brush for 2 whole minutes – better hygiene, greater cavity prevention, etc.  Surely they’ll agree and brush away! Or not. Continue reading Oral B’s “Wrong Reason” 2 Minute Toothbrushing App

On Strategy Messaging: Obama’s New Buzzfeed Video on the Healthcare Marketplace

Posted just 5 hours ago, Obama’s video promotion of the Healthcare Marketplace on BuzzFeed already got over 10 million views. It’s part of his outreach campaign using unconventional media outlets to target Millennials.

Continue reading On Strategy Messaging: Obama’s New Buzzfeed Video on the Healthcare Marketplace

In Business, Is Dreaming Rational?

Most business leaders I know are most comfortable in the world of facts and figures. From this rational foundation, they allow themselves an illusion of certainty, which quells their fears of failure. This makes sense, to an extent. We should consider probable outcomes of various options to mitigate unnecessary risk and inform our decision-making. But like any strength, when overused, rationality becomes a weakness.

In our consulting work, we see time and again where the demand for facts and figures disallows dreaming (dreaming, as in imaginative thought not grounded in rationality). This is bad. Dreaming is a critical element of creativity. Continue reading In Business, Is Dreaming Rational?