Industry professionals who need instruction, exercises, and templates right now can download the huge deck (PPT/KEY) and start applying what you learn to influence human behavior for positive shared outcomes.

You’ll have all the content:

• Every existing customization of the masterclass (when I tailor a masterclass, I add that to the Field Guide)

• Additional lessons and exercises:

  • DIY cultural research methods

  • Persona sketching

  • Influencer-integrated campaigns

No prep or pre-work required. The tuition for the Field Guide is $800. That includes everything above so you can hit the ground running, in just a few minutes.

You will learn unique models and methods developed from academic experts and honed into practical use through decades of work with the largest, most complex, and time-crunched challenges.

Learning these repeatable methods will unify teams around common goals, help people take positive actions at scale, and change the way you approach your work every day.

What You’ll Learn

Each topic has a lesson, exercises, example uses, and practice time to make it personally valuable.

• Omnichannel: The Era of Persuasion Platforms

  Persuasion is the practice of a person making a choice between equal options at a moment in time in which they believe that choice needs to be made.

  Designing relatable, meaningful brands starts two critical concepts:

  1. We are not going to motivate people into new habits. However, we can design to make it easier for motivated people to take action.

  2. The goals we are trying to achieve are outcomes of many small behaviors being performed successfully.

  Research into how information flows between people online has led us to an effective answer: Align attitudes, and introduce the next easiest behavior to perform.

  You will learn the Fogg/Stanford Information-Action Fallacy, the data-driven content studies published by Philip Massey, and how thier work has been adapted for use by the world’s most successful brands.

  You’ll also learn how we use media to build identity and safety among the people who mean the most to us, and how you can quickly understand what someone needs from you to feel great about choosing it right now.

• Cultural Research + Persona Sketching

  We all travel in herds for safety, constantly finding and sharing choices we make to improve our standing and safety.

  This section focuses on how to start with basic demographic and segmentation data, then use Artifical Intelligence as well publicly available platforms to truly understand the person you are trying to connect with.

  You will learn how to search for data signals that make large trends personal and actionable.

  Whether you are in B2C or B2B, these practices will unlock cultural relevance for your mission, and clarify how people need you to present information to them.

• Behavior Design + Influencer Campaigns

  Turn your goals (some people call these strategic imperatives, business objectives, campaign goals) into specific behaviors that people can perform to achieve the goals you share with them.

  To do this, you’ll learn to apply three very simple methods:

  1. Behavior = Actor + Action + Duration (the Fogg Behavior Model)

  2. Any behavior can be trained by observing a positive behavior and rewarding it in the moment (Karen Pryor)

  3. Resonant, disruptive content aligns with attitudes and introduces the next easiest behavior to perform (Philip Massey Drexel/Dornsife)

  From these starting points you will learn and practice braking goals into specific behaviors, and why specificity of action creates exponential results.
  
  Once we have behaviors crystallized, we can begin to organize them into campaigns that employ influencers to connect with their engagers, and for the organization to help connect those people to the audience at large, modeling behaviors that drive actions at scale.

• Narrative Design

  Narrative is at the core of this training because it is the core of human experience.

  Learn the fundamentals of how to structure experiences into evocative behavioral moments that can be easily related to, and acted on, by the people you need for success.

  First, you will cast the roles of the people who decide on choosing your organization's offering in a moment of need. Then you will learn The Hero’s Journey (Campbell), how brands have applied it to solve complex problems and have category-redefining success.

  The output you create in the masterclass will be tailored to your needs: research, strategy, tactical planning, creative; consumer, B2B / HCP; and your category.

• Action Mapping

  Created by performing a 42-point analysis on each facet of content and how it performed across hundreds of thousands of engagements, the Action Map is a singular canvas that serves as the foundation for strategic unity and sequential execution.

  In the Action Map module, you will:

  • Assign behaviors to an Action Map thematic moment

  • Spark resulting Message / Creative examples

  • Align channel, metrics, and media targeting / optimization

  This stepwise path builds a very easy-to-understand and measure, single-page deliverable, that unites and clarifies the relationship between business objective, behavior, messaging, channel selection, and media optimization. It’s a lot to fit into a few hours, but our session will be recorded to help you quickly continue building out your own.

  The Action Map brings your goals into sharp focus, quickly developing a very clear understanding as to the kind of experience you’re planning across channels, and gears it to quickly prompt action towards your goal.

  Featured as a global best practice by WARC, this has been called a Moments Map in the UK, a Behavior Chain, Campaign Arc or Activation Plan in the US by the brands that have harnessed it to outsized success atop multiple categories

This Field Guide Is Right For You, If…

• You need a fast foundation for behavior change

  This training came out of, and is specifically designed for, professionals facing the need to change behavior at speed.

  You'll walk away from the day with step-by-step processes and templates, ready to roll straight into your challenge.

• You need more than incremental growth

  The practical frameworks and methods you learn here have been honed by major brands to reverse sales declines, user drop-off, and stagnant growth.

  If your organization offers something that is simply not seeing its fair share in the marketplace, this Masterclass is perfect to quickly unlock rapid growth.

• Your behavioral initiatives are breaking

  If your organization has adopted Behavioral Economics, COM-B, Prochaska, Storytelling or other similar phrases -- but you're struggling to bring these big principles into practical value, you're in the right place.

  You will learn the methods that blend renowned academic thinking into practical, day-1 application techniques that have already proven to make behavior, story, and sequential messaging a crucial differentiator for major brands.

• You have the system but not the content

  Many organizations have adopted a vision and developed omnichannel systems that are serving up the same mix of features and benefits as your ads did before.

  This training will give you the ability to quickly create content that transforms omnichannel ad systems into behavioral training that helps people achieve the goals they share with your organization (faster and easier than anyone thought).

• You need new skills that last a lifetime

  Many people have learned these methods and used them time and again for years because they’re so effective at moving out of complex or seemingly intractable problems and quickly achieve new positive results.

  You will also learn techniques that are immediately applicable across your life, and help the way you approach every day problems, too.

Brands, Problems, and Measurable Results

• Health And Wellness

  Brands using these practices in the healthcare space span 42 therapeutic areas. From HIV to Diabetes, Oncology to Rare Diseases. From market shaping through launch and helping mature medicines and technologies recalibrate against a constantly shifting landscape for HCPs, Payers, Providers, and Patients.

  Brands have included: Gilead, Merck, AstraZeneca, Amgen, Abbvie, Takeda, Abbott, Systane, and many more.

  Problem Spaces these brands have brought to solve:

  • Increase HIV medication starts among patients who do not want to be found

  • Effectively communicating one medicine across 19 diverse indications

  • Increase vaccinations at retail pharmacies nationwide during COVID

  • Launch a new migraine medicine, in a new category, in 9 weeks

  • Shift HCPs from writing monotherapy to combination therapy

  • Improve Rx for the #6 MS Treatment

  Results they've achieved:

  • 20% increase in HIV treatment starts

  • 300% increase in vaccinations

  • 400% faster clinically qualified leads, at 2800% savings over benchmark

  • Increase CRM signup 67:1 over previous method

  • Increase Rx 6:1 over previous method

  • The two largest, most engaged Therapeutic Area communities globally

  Recognition and awards:

  • WARC featured best practice

  • Cannes Lions Featured Keynote

  • Multiple MM+M, DTC wins

  • Shorty Award: Best in Platform

  • First marketing team to win the Sam Walton award

• Financial Services

  From the beginning of the commercially viable internet, consumer and B2B brands have consistently turned to these practices for outsized results to their unique problems.

  Brands have included Vanguard, Wingspanbank.com (Bank One / First USA), VISA, Discover, Diners' Club, and TransUnion.

  Problems:

  • Wide-scale signing power has led to fractured branding and communications

  • A failed partnership led to an online audience made almost exclusively of non-US people.

  • A cash-back shopping portal very few customers use

  • How a custom desktop app would serve, and add value for high net worth customers in Korea and Signapore

  • An American-born brand needing to rebuild as a modern experience for high HHI customers

  • Moving from a channel-centric org to a behavior-centered approach

  Results:

  • Unified and evolved creative approach that also simplified vendors from 150 to 3.

  • Increase and sustain shopping portal traffic by 800%

  • Launch two Desktop application pilots that serve as the foundation to culturally-aligned iOS development

  • Align methods across channel teams

• Retail, Restaurants / QSR

  Retailers and restaurants face the same need for people to visit more frequently, and purchase differently with the urgency of yesterday.

  These organizations have turned time and again to the methods in this Masterclass for record-breaking results, even in the most time-pressed, crisis-filled promotional windows.

  Retail brands have included Tombstone Pizza, Digiorno Pizza, Brown Foreman, SC Johnson, USPS, Kikoman, Sony Stores, Coors Light, Miller Light.

  Restaurant brands have included Taco Bell, KFC, Pizza Hut, and startup concepts coming soon to a market near you.

  Problems teams have brought in:

  • Re-launch a brand, and get people to change their habits and buy a new item amid a -6% YoY sales decrease

  • Reverse declining visits among a specific segment

  • Demonstrate integrated effectiveness and value vs. TV TRPs

  Results:

  • More new menu items sold in ten weeks than McDonalds sold burgers in it’s first 18 years

  • People who could only remember the behaviorally adjusted channels spend 7x their segment (ARF)

  • Sales lift of 10% without any couponing or paid media running

  • 37,000% more contest entries than benchmark

  • Broke Twitter and Facebook engagement records

  Recognition:

  • Best in class crisis communications: Huffington Post, Business Insider, Mashable

  • Chiat Award

  • Clio Awards