If you need to quickly make use of Behavior Design, Narrative Design, or the Action Map, professionals and their teams have used these sessions to move fast from broad concepts to record-breaking results.
Each QuickStart is a stand-alone session that runs about two hours: introduction to the core topic, methodology, and exercises with plenty of conversation, to start applying what you learn as you learn it. The tuition for each QuickStart is $385. This includes a live, online event (every 11 signups we schedule a new event that works for people’s calendars), and access to previously recorded QuickStarts. You’ll also receive a download pack: PDF of the session with PPT/KEY exercises to turn the learn straight into work product.
QuickStart: Behavior Design
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.
We start with the Information-action Fallacy (Fogg/Stanford): that someone will be surprised by the information you present, change the way they think about your product or service, and then change their behavior in ways that benefit you.
This premise has become a tradition in marketing, and it’s completely wrong.
The truth is, when we see something that matches with our culture and attitudes, we look for behaviors to imitate and rewards for having performed those actions.
You will learn how to use this premise to fuel even small groups to have 10x or more reach and impact.
This session then focuses on learning and using three very simple yet profound principles:
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, what behaviors link between your audience and your goals, and why specificity of action matters to create exponential results.
QuickStart: Narrative Design
Narrative is at the core of this training because it is at the core of human experience.
You, reading these words, in this moment, is the culmination of many events and choices we have both made over our lives. Is it destiny? Fate? Or just the writer structuring a series of events that are about to happen in a way that makes it feel as though it could have only happened this way.
Using narrative design as a foundation to your work creates true empowerment: the people you are creating for, feeling elevated above the systems they must encounter, and more confident in who they are and their place in the world.
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. Your favorite stories and brands are already using this structure, and once you learn it, you’ll know how to make things feel like they just click for your audience.
The QuickStart for Narrative Design teaches multiple narrative approaches and runs through how you would practically apply it: research, strategy, tactical planning, creative; consumer, B2B / HCP; and your category.
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 harnessed even a small part of the structure for category-redefining success. Then, you will build your narratives, gaining a new map to the ways your customer needs success to unfold.
You will learn how to “build for the story and cut for the ad,” Using narrative as a red thread* from research through content creation and distribution. Organizations of all sizes have used this narrative design class to build worlds for their brands, and quickly develop immersive, omnichannel experiences that span new project pitches, podcast series, and long-form video to evocative :15 ads.
But maybe you already knew that. And maybe, this QuickStart is the beginning of the next chapter of your work life.
*We will cover the story of The Labrynth, Theseus and Ariadne as part of the session.
QuickStart: Action Map
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 an organizing structure that simplifies a lot of communication dynamics into a single page.
In the Action Map QuickStart, you will learn how to:
Break down your goals and objectives into singular specific behaviors
Assign behaviors to a 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.