Summary
- Marketers today are essentially culture leaders.
- Their role involves:
- Identifying and targeting groups with shared desired feelings and visions.
- Designing shared activities that make the new behaviors appealing and accessible.
- Managing and guiding the culture toward the promised vision or outcome.
- The ultimate goal is to make the desired behavior the normalized cultural choice.
- Example: Apple’s vision was a world where technology is integrated into a phone, creating a culture around innovative mobile devices.
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How do we get a group of people to take the desired action? How do we get them to refer their friends and family? How do we get them to accept a certain type of treatment? How do we get them open to the idea, your vision of what better could be for them? And there’s two concepts to understand here. The first is the idea of the culture loop that behaviors beget normalization and normalization begets culture and culture begets more behavior more of the same behaviors. And that loop happens because
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a certain group of people whether it’s out of necessity or a certain um outside force they begin to adopt a certain behavior. So a very popular example of this is the guy who starts that dance on that hill. One guy joins in, he creates a behavior, then a couple of other people join in creating a normalized behavior. And as more and more people go in, suddenly it becomes bad for you to be on the outside and it becomes better when you start engaging with that behavior as well. So that behavior of going out there and starting
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to dance becomes the culture after normalization. And as that becomes culture, the default behavior is to engage in that behavior. So by understanding the culture loop, what we can do is be very selective with who we try to target and ask in a way that is selfishly beneficial for them to engage in that new behavior and to create normalization by grouping those people with the same desire to take part in that behavior. So what’s the second aspect? The first one was the culture loop. The second aspect is the
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shared activity. Everyone has a desired feeling that they want to reach. We have a current feeling, a baseline of where we’re at, and a desired feeling of what we want to feel. And there’s activities we can take that help us get towards it. If it’s wanting to feel youthful and wanting to feel um healthy, that activity might be yoga or Pilates. uh if it’s to feel um smarter, if it’s to feel more um at the cutting edge of things, it would help to join a thing like a mastermind. So these are shared
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activities we can engage in that helps us bridge the gap between how we currently feel and the desired feeling that we want. Clarity, confidence, independence, the feeling of I’m good enough. Right? Our goal as leaders is to design a shared activity that people with the same desired feeling, the same hopes and dreams can engage in together. And at the core of that, we group people because they chose that vision of better. That vision of better is going to dictate what activity it is that they’re going to engage in.
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The vision of better is that desired feeling that that you promise that hey if you engage in this certain behavior I can get you towards that desired feeling. And for you it might be if you’re a dentist it might be accepting that treatment. It might be changing how they perceive dental care maybe going more from um reactionbased to more proactive. Okay. And as you group those people people together with underneath the umbrella of shared activity, you start to be create culture. And at that point, your goal
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becomes to manage a culture and lead a culture and take them to the promised land. And the behavioral um the normalized behavior is the vision that you had. So if it was for Apple, that vision was um a world where technology is on a phone. I hope you’re following. Um, the work of a marketer, a big part of it is leading a culture. Today, marketers are leaders. So, I hope you adopt this idea and I hope you think about it and play around with it. Thanks.