Marketing Starts With Change
Before we build any system, we need to be clear about what that system is supposed to produce. If the output isn’t defined, the system can’t be designed. This is why we start with the change we want to bring into the market.
The key question is: What behavior are we trying to get people to change?
For example, the change I wanted was for private practice owners to stop relying completely on agencies and instead learn how to understand and control their own marketing.
Your change might be encouraging patients to stop waiting for emergencies, start coming in regularly, accept preventive treatments earlier, or choose your practice more intentionally.
There are four important considerations to think through before choosing your change:
What are they stopping and what are they starting?
Every change requires both. People are already doing something, even if that “something” is avoiding action. Your system has to break the current pattern and replace it with the new behavior you want. Knowing what you’re asking them to stop makes the real obstacles clearer.
Do you have enough leverage?
Big goals sound inspiring, but do you realistically have the influence and resources to make them happen? Huge, impossible goals often become a way of hiding. Start with the change you can create now, then expand your leverage as you grow.
Lead with the change, not your services.
Don’t design the change around what you already offer. Start by defining the behavior people should adopt, then shape your services to support that. This keeps your system aligned with what people actually need, not just what you happen to sell.
Is the change genuinely for their benefit?
If the shift doesn’t truly help people, you’ll eventually face pushback and resistance. Ethical, meaningful change improves people’s lives and strengthens trust, making your system sustainable.
When these four considerations are aligned, the change you define becomes clearer, stronger, and far more effective.
In the next video, we’ll look at the ethics behind creating meaningful change.
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