The goal is to give people some of that control, right? I mean, if he tells you where a mask, you kind of say, screw you. And again, not telling them what to do, but really providing them with the questions that guide and shape that journey. The smoking kid campaign in Thailand was an extraordinary example of this at the top of the show.
Businesses want people to buy their products. Parents want their kids to eat their vegetables. We all want to convince someone to do something. So we push and we prod – but often to no avail. Wharton marketing professor Jonah Berger says there’s a better way. In this high-speed conversation with Rufus, he lays out his formula for removing barriers to change.