Why Your Message Isn't Changing Customer Behaviour

<p>If customers hear your message but do nothing, communication may not be the real problem. Bob Rogers explains how leaders use story, emotion and experience design to change customer behaviour.</p><p><br></p><p>Key Takeaways</p><p><br></p><p>- Start with the end in mind. Define the specific change in customer action or behaviour before discussing the message, technology, story or creative treatment.</p><p>- Make the experience about the audience, not about proving how clever, impressive or innovative the organisation is.</p><p>- Look for an emotional truth that already exists in both the audience and the brand or subject. Bob argues that this shared truth is what creates connection.</p><p>- Do not confuse a KPI with the objective. A KPI is a sign that you may be moving in the right direction; the objective is the real change you want to create.</p><p>- Identity matters. Bob&#39;s strongest examples do more than inform people; they help people see themselves differently and act from that new identity.</p><p>- Story and emotion can move people in ways that facts alone often do. The heart may lead before the head begins arranging the reasons.</p><p>- Creative freedom becomes more useful when the destination is clear. Constraints can focus creative energy rather than reduce it.</p><p>- Choose the tool after you understand the task. New technology, including AI, is useful only when it serves a clearly defined outcome.</p><p>- Bob defines a champion as someone who does the right things, especially when those things are hard.</p><p><br></p><p>Chapters</p><p><br></p><p>0:00 Why Messaging Alone Doesn&#39;t Change Behaviour</p><p>1:53 Meet Bob Rogers: Magic, Disney, NASA and Deep Story</p><p>2:13 The Magic Shop Lesson: Show and Business</p><p>4:53 It&#39;s About Them, Not You</p><p>7:30 Deep Story: Find the Emotional Truth</p><p>10:32 Four Rules for Transformational Experiences</p><p>13:47 Choose the Task Before the Tool</p><p>16:37 Define the Change Before the Means</p><p>20:26 KPI vs Objective: Don&#39;t Confuse the Signpost for the Destination</p><p>21:29 Raider Nation and Emotional Brand Connection</p><p>24:24 Show, Business and Identity</p><p>27:17 Why Messages Don&#39;t Change Behaviour</p><p>28:28 Johnnie Walker and Identity Transformation</p><p>32:39 Aspirational vs Invitational Transformation</p><p>35:59 Why Communication Fails to Change Behaviour</p><p>38:48 Story and Emotion Drive Action</p><p>39:56 GM Robots and the Power of Mythology</p><p>48:05 Get Clear About the Change You Want</p><p>50:03 AI Is a Tiger: Learn to Ride It</p><p>52:23 Milwaukee Brewers: The Power of One Clear Idea</p><p>56:29 Disney Animation: Move the Audience, Not Just the Drawings</p><p>59:08 NASA: Sell the Adventure, Not the Spin-Offs</p><p>1:01:47 Why Constraints Make Creativity More Useful</p><p>1:04:33 What Creates a Real Before and After</p><p>1:10:16 Deep Story: A Practical Toolkit for Leaders</p><p>1:13:42 Bob&#39;s Book and Where to Connect</p><p>1:15:39 Quickfire Questions</p><p>1:18:06 What a Champion Mindset Means to Bob</p><p>1:18:31 Final Reflections</p><p><br></p><p>Links</p><p><br></p><p>Website and DEEP STORY™: https://www.bobrogers.com/</p><p>BRC Imagination Arts: https://www.brcweb.com/</p><p>LinkedIn: https://www.linkedin.com/in/bob-rogers-34a193146/</p><p>Instagram: https://www.instagram.com/bobrogerscreates/</p><p><br></p><p>Connect with Anthony Dahya</p><p>Champion Mindset Collective: https://championmindsetcollective.com</p><p>AI Workflows Agency: https://aiworkflows.agency</p><p>LinkedIn: https://www.linkedin.com/in/anthonydahya/</p><p>Contact: podcast@anthonydahya.com</p><p><br></p><p>Be a Guest: https://championmindsetcollective.com/be-a-guest</p>