A young man walks into a clinic. Over the past 12 months, he has transformed almost every aspect of his life. He has quit smoking, run a marathon, and been promoted at work. The patterns inside his brain, neurologists discover, have fundamentally changed.
Marketers at Procter & Gamble study videos of people making their beds. They are desperately trying to figure out how to sell a new product called Febreze, on track to be one of the biggest flops in company history. Suddenly, one of them detects a nearly imperceptible pattern—and with a slight shift in advertising, Febreze goes on to earn a billion dollars a year.
What do these people have in common? They achieved success by focusing on the patterns that shape every aspect of our lives.
They succeeded by transforming habits.*
* The Power of Habit by Charles Duhigg
When new behaviours — new products or services — are not adopted, the real problem often lies not in a lack of awareness or knowledge in the consumer, or even a lack of intention to use, but in the failure to change existing habits or adopt new ones. And this is where insights from behavioural science — the rapidly growing scientific study of our behaviour and decision making — comes in.
This is the basis for our methodology and the only road to ensure growth for your products and brands.