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Copy mark understanding

mark earls is one of the leading figures in strategic planning from the communications industry he is an award-winning author of several books including heard how to change mass behavior by harnessing our true nature he is a professional student of human behavior with a unique ability to apply his learning to the world of strategy and business be prepared to change your view on the world hello there I'd like to talk to you today about people in their behavior not in an HR war for talent kind of way but as people and their behavior is the subject and then prime focus for strategy and strategizing you see I think behavior needs to become the prime concern of all managers in business and anyone doing any kind of strategy because the ability to shape other people's behavior is the prime value creation lever for business today first rather than slogging away trying to change people's minds in order to change their behavior it seems more useful to get people to do something first and let their minds follow along afterwards in marketing terms rather than persuading people or trying to persuade people to maybe one day try your product give it to them get them to try it and get lots of people to try it and by the way this does put a big focus again on making good products if you want to start a revolution start one don't sit around theorizing about the best structure for the Revolutionary Committee in the best routes to the palace take it whatever you do make sure you set your strategy in behavioural terms in measurable terms rather than opinions and attitudes and awareness and all that stuff of what goes on up here and and please don't waste too much of your time and money on asking people what they do and why they do it because they just don't know thinking is very far from being the big thing the breat precursor in fact thinking and doing have exactly the opposite relationship to each other let me explain first the kind of deliberative thinking that we normally describe are our accounts of our own lives with thinking full doing is really much less common than we imagined think of it this way human beings are two thinking as cats after swimming most we can do it if we really want but only if we really want most of our lives are spent doing things and making sense of them afterwards our minds are lazy we use short hands we know from neuroscience now short ends rules of thumb and this is why by the way we're so open to errors things like what's called substitution bias we see what we expect to see and not what's actually there by seeing what we expect to see we miss out on what's really going on in the world we do like the idea that some people are more important than others in marketing we call it segmentation in old school management we call it sheep and goats and in the Marines is up and out prioritization looks really good doesn't it it looks efficient and professional it gives you the sense of chunking things out get to the air of of someone with this very steely edge very plausible very rational very efficient surely you say some people must have more influence over the rest of us then than others don't they we all know people like that and if we were just to focus our efforts on these influentials then clearly we are strategies for change would would be very different in their success now unfortunately there's one thing that's been lost in all these fine words in all these great case studies and that's the truth because behavior doesn't spread through populations like diseases most the behavior that we're interested in addictions aside spread through populations without any real stickiness at all and I struggle to understand how using a particular soap bar like Darfur sif cleaner is actually sticky or or interesting in that sense indeed most things that spread most fads and fashions are just one of many similar things that could have spread but didn't it's rarely the thing the behavior that's the important bit and no one hears the big point nor do things seem to spread through influence a very small number of people with a few the influentials who tell us the rest of us what to do rather they spread from exactly the opposite end from normal people copying what normal people do copying shapes so much of human behavior that it's hard to believe that we have ignored it in business till now well actually one big corporation that everybody will know of use is copying at the heart of their business model amazon it probably the biggest business yet to use this and they grasped the importance of this copying and operationalized it in their software on every product page such as this my latest book they have 16 features which either capture your information what you do what you have done what you think and flip it over to other people or they give other people's information to you 16 on every single product page indeed if you take one thing away from this is taught today it should be this I think that the best way to improve our ability to strategize and to improve the results of our strategizing to create some impact on young people's behavior is to redraw our map of people and how they behave and how we get to shape it to get this map of people to reflect what the broader world of modern behavioral science now knows about human beings and what it is to be human beings to get a bit closer to the reality of real people and their real lives you