Build relationships with consumers,
intermediaries and partners. Create,
communicate and deliver value.
Focus on behavior—and the
environment in which it occurs.
Recognize self-interest and
competition. Manage the exchange
by offering benefits that outweigh
costs (money, time, effort, psyche)
of engaging in the behavior. Place—
situations in which behavior can
occur or channels through which
products are available—is often key.
Promote the exchange using
empathy, stories, and experiences.
Tap motivating emotions. Use
research to understand and
segment audiences and develop,
monitor and refine programs.
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