Quality Input = Quality Output
This section focuses on who the change is for.
The big idea is that our goal is to guide people away from their current behavior and toward a new path that serves them better. We design a marketing system that consistently moves people from the old behavior to the new one.
If the system is meant to produce a consistent and predictable output, then the inputs must also be consistent. In other words, we can’t create reliable change unless we’re working with a clearly defined group of people.
That’s the logic behind everything in this module. To build a system that works, we need to know exactly who we’re changing.
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