Is Your Marketing Ethical?
Before choosing your change, you should run it through the Ethical Change Test to make sure it truly benefits the people you want to serve. The test uses four questions inspired by philosophers like Aristotle, Immanuel Kant, and Albert R. Jonsen.
If they knew what I knew, would they still say yes?
This checks for transparency. If people had all the information you have, would they still agree to the change?
If they could live life over, would they choose it again?
This looks at long-term benefit. After experiencing the full outcome of the change, would they willingly repeat it?
Do I believe it is good for them?
People often want things that aren’t good for them. This question asks whether you believe the change genuinely helps them.
Would I be proud of it?
Even if everything else checks out, the change should still align with your values and be something you’d proudly stand behind.
If you can’t answer “yes” to all four, the change isn’t ethically sound and shouldn’t be brought into the world.
Execute Your Plan
Knowledge without execution is just wasted time. Our Implementation Kit is designed to give you the clarity you need to plan your work, and work your plan.
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Course Content
Section 1: Foundations
Section 2: Change
Section 3: Who
7. Quality Input = Quality Output
1 min
8. Mass Marketing Is Keeping You A Commodity
4 min
9. You're Not Needed
5 min
10. We No Longer Target By Demographics
2 min
11. We Design Consistent Psychological Changes
10 min
12. How To Identify Your Core Patient Group
4 min
13. Belief-System Profile Exercise
7 min
14. Validating Scale Exercise
13 min