Why knowledge doesn’t change behaviour
Jerry Sternin, a pioneer in positive deviance (we’ll explore this in more detail in a future blog post), famously said, “Knowledge doesn’t change behaviour.” I think it’s fair to say that in the agricultural world we know this to be all too true. It doesn’t matter how many times we repeat science-tested, black and white facts to consumers, at best it falls on deaf ears … Continue reading Why knowledge doesn’t change behaviour
Stop promoting, start resonating
There’s a big difference between encouraging the sale or acceptance of a product, service or idea and really getting into someone’s heart and ultimately their head – which is precisely where you want to be. To do so means you should aim to matter more and market less. You need to stop promoting and start resonating.[1] Promotion versus Resonance There are three basic objectives of … Continue reading Stop promoting, start resonating
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