I just had a fascinating conversation with a colleague who runs a Peace Institute at a southern California university. He posed this marketing challenge to us: Fix the stigma of peace. He feels their success is hampered by the stereotype that "peace people" are card-carrying liberals who naively think everyone should play nice, and who don't get the necessity of war to keep the world safe.

So, do we:  a) try to change how people think about peace? Do we:  b) reframe peace and call it something else that's less "loaded?"  Or do we:  c) accept people where they're at, and find a common ground regardless of political idealogy?  (hint: not a or b).

I call this "wrong reason marketing." Get people to do the behavior based on their own reasons (or even no substantive reason), without requiring them to know what you know or believe what you believe, aka the "right" reasons.  Be forewarned: The stronger you believe in something, the harder - and perhaps the more important- it is to do this. Remember though, small wins lead to bigger wins. More to follow...