There’s a great video—called the “Story of Stuff” that addresses the cycle of consumption. It’s the type of video that makes you think about your own shopping habits (and this is an especially good time of year to be thinking about consumption). The video looks at the whole production process—from extraction of resources [...]
It's what people do that counts. Not what they're aware of. Or what they think. Or what you tell them. But you know that. If you have been involved in social marketing or change work for any length of time though, you've probably wrestled with the challenge of moving beyond creating awareness to motivating action. [...]
It happened again last week. The background product brief chock full of features and detailed specifications arrived in my box -- and there was no inkling of why anyone would want to buy this thing — of why it was being made. Why is the most important question in marketing communications. At the product level, hopefully, it's a relatively simple question to answer. But at the business level, it's crucial to have an answer if you wish to change the status quo. Why do you do what you do? Why does your organization exist? And why should anyone care?
