In this one-day live training sprint, I train industry professionals to create marketing systems that influence human behavior for positive shared outcomes.
Offered in-person, each training class is limited to 11 people. This is the best size for hands-on, engaged learning and confident application. Classes are scheduled per every 11 people, with a date, location, and customized curriculum tuned to the challenges you’re facing.
The tuition for the masterclass is $2000. That includes a 1:1 prep rally, a full day of learning, and five weeks of follow-up sessions, to make sure what you learn has a positive impact on your team’s work.
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 organizations.
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.
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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:
We are not going to motivate people into new habits. However, we can design to make it easier for motivated people to take action.
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.
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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:
Behavior = Actor + Action + Duration (the Fogg Behavior Model)
Any behavior can be trained by observing a positive behavior and rewarding it in the moment (Karen Pryor)
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.
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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.
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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
Made to Work For Your Work Life
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The Masterclass is made so that you can walk right into it without any prep.
Every Masterclass starts with a one-on-one, half hour conversation a week or two before your session.
We’ll get to meet each other, and learn what you need to get the most out of our time together.
For those who want to get a session more customized to their specific goals, we will review your goal and your persona.
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Each class is limited to a maximum of 11 people to make sure you can confidently apply what you learn as fast as possible.
Based on the people in your class, the day will be maximized for learning: the right mix of people, on a day that works for everyone.
Masterclasses meet in locations that enable fully connecting with the concepts and practices. From the beaches of South Carolina to art museums and training centers, past classes attest to the need for a space that gives you the room to take on your most complex challenges in new ways.
Expect to spend the entire day in the session, with plenty of small breaks to check devices and let your brain cool down a little. To ensure you get the most out of the class, there is a strict no-screen situation in play.
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You will walk away with a set of PPT templates for sharable deliverables that positively impact your team, specifically informing:
Constructive stakeholder consensus around specific goals and tactics
Clear direction and strategy for partners, like collaborative business units, agencies, creative teams, influencers
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The concepts and practices in this Masterclass must be valuable to your work life every single day.
After your Masterclass we’ll meet for an hour, weekly, for five weeks to put what you’ve learned to work. You get to choose whether they’re 1:1, or with your work team.
This Masterclass Is Right For You, If…
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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.
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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.
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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.
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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).
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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
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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
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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
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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