This exercise guides you through defining your ethical change and writing a clear change statement that will align all future marketing efforts. The goal is to identify the specific behavior you want your audience to start doing, understand how it benefits them, and clarify what old behavior they must stop for the change to happen.

As you work through the exercise, reflect on the following:

1. What new behavior do you want your audience to start doing?

   Define the specific action or mindset you want them to adopt.

2. How does this change genuinely benefit them?

   Make sure the outcome improves their lives in a meaningful way.

3. What old behavior must they stop doing for the new one to be possible?

   Every change requires a stopping point before a starting point.

4. Why are they right to continue the old behavior?

   This stretches your empathy and helps you understand the rational reasons behind their resistance.

5. Am I hiding behind an impossible change?

   Be honest about whether the change is realistic with your current leverage.

6. Am I leading with the pure change, or bending my service to fit it?

   The change should guide the service, not the other way around.

7. Am I prioritizing their best interest or my own?

   Win-wins are great, but the guiding intention must be for their benefit.

Then apply the four ethical questions:

1. If they knew what I knew, would they still say yes?

2. If they could live life over, would they choose it again?

3. Do I truly believe this change is good for them?

4. Would I be proud of it?

If all answers are yes, you can write your final change statement:

“I help people stop [old behavior] and start [new behavior] so they can experience [benefit].”

This becomes the foundation for the system you’ll design moving forward.