switch methodology

AGENDA
• Switch Methodology
• Assignment
• Your C2C Cases
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AUTHORS: CHIP & DAN HEATH
THE ELEPHANT
&
THE RIDER
EVOLUTION OF THE BRAIN
SWITCH METHODOLOGY
1. Direct the Rider
2. Motivate the Elephant
3. Shape the path
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1. DIRECT THE
RIDER
A. Find the bright spots
!
What’s already working and
how can we do more of it?
!
1. DIRECT THE
RIDER
B. Give concrete directions
!
What’s the specific behavior
we want to encourage?
!
1. DIRECT THE
RIDER
C. Point to the destination
!
Look for a strong beginning
and a strong ending and get moving,
2. MOTIVATE
THE
ELEPHANT
A. Find the feeling
!
What can we show our target
group that would give them
the desire to change?
SEE - FEEL - CHANGE
Rather then: Analyze - Think - Change
SEE - FEEL - CHANGE
Rather then: Analyze - Think - Change
SEE - FEEL - CHANGE
Rather then: Analyze - Think - Change
SEE - FEEL - CHANGE
Rather then: Analyze - Think - Change
2. MOTIVATE
THE
ELEPHANT
B. Shrink the Change
!
What are those first, easy
steps that people can take to
get moving and build some
momentum?
3. SHAPE THE
PATH
A. Smooth the path
!
How can we make it as easy as possible for people to change?
3. SHAPE THE
PATH
B. Rally the herd
!
How can you make sure that
your audience can SEE the good
work that is being done? How can you create a Herd out
of a lot of individual Elephants?
SWITCH METHODOLOGY
1. Direct the Rider
A. Find the bright spots
B. Give concrete directions
C. Point to the destination
2. Motivate the Elephant
A. Find the feeling
B. Shrink the Change
3. Shape the path
A. Smooth the path B. Rally the herd
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DETERMINE THE GOAL
• Who
needs to change? A single politician? A group of
parents? A community of hightech business leaders?
• How
should they change?
By voting for a new law? By
putting a bigger emphasis on
exercise? By making a greater
investment in local schools?
Final thought on strength of the Rider:
!
The Rider is willing to make short term sacrifice for long term pay off.
Objective
In 2005 the Ministry of the Environment, under
the leadership of the imaginative minister Yuriko
Koike, approached Hakuhodo for help in getting
the Japanese people more involved in meeting Japan’s commitment to the greenhouse gas reduction goals of the Kyoto Protocol.
Project description
Hakuhodo suggested creating a campaign that mobilized the collectivist ethos of Japanese society
toward a concrete goal: working together to reduce
emissions by 6 percent. Within a year,the slogan
“Cool Biz” was recognized by a staggering 95.8
percent of the Japanese population.
The target was the air-conditioning problem.
Change By Design (Tim Brown) - Page 129 - 132
Direct the rider
Find the bright spots
Conventionally these systems were set to 26 degrees C. (79 degrees F.) so that businessmen in
their suits and ties could work comfortably in the
hot, steamy Japanese summer, while female office
workers in their short formal business skirts often
covered their laps with blankets to stay warm.
Give concrete directions
From June 1 to October 1 every year when businessmen and women may wear more casual clothing, so that it is easier to stay cool. Air-conditioning thermostats could then be raised to 28 degrees
C. (82 degrees F.) instead of 26.
Point to the destination
Reduce emissions by 6%.
Change By Design (Tim Brown) - Page 129 - 132
Motivate the
Elephant
Find the feeling
Rather than bombarding people with a campaign
of print and TV advertisements, the Hakuhodo
team set up a Cool Biz fashion show at the Expo
2005 World Exposition in Aichi in which dozens
of CEOs and other senior executives strutted
about in casual business wear with open necks and
lightweight materials. Even Prime Minister
Junichiro Koizumi was featured in newspaper and
TV stories tieless and in a short-sleeved shirt.
Shrink the Change
Wear casual cloth
Change By Design (Tim Brown) - Page 129 - 132
Shape the path
Smooth the path
Pins to any organization that signed on. It was
forbidden to criticize coworkers for wearing casual
clothing if they were wearing a Cool Biz badge.
Rally the herd
Rather than relying on traditional advertising,
Hakuhodo generated a conversation. Newspapers
and magazines reported on the phenomenon because people wanted to know about it.
Change By Design (Tim Brown) - Page 129 - 132
To dress
1 Little Black Dress for 365 days & put 300 kids in school
An example of the SWITCH METHODOLOGY
The Uniform Project
http://www.theuniformproject.com/
Project Description
Step 1: Direct the Rider
Stylish. Sustainable. Socially Conscious.
Sustainability: The biggest issue with ethical fashion is that it is largely seen as
unimaginative. ‘Green’ brands cannot work under the premise that the ethical slant
preempts them from creating products that inspire. Nor should they feel trapped by the
limitations of their materials. Creativity is just as important to ethical fashion as ethics
should be to mainstream fashion.
“
we all know that the fashion industry is hugely problematic, there're big
issures of over-consumption, unethical production, unessary shopping...
you know we all over-consum, we all guilty.
”
Step 2: Motivate the Elephant
Pls! We want to study!
Nice party & shows
Project video: http://vimeo.com/11113046
Step 3: Shape the Path
DIY a LBD
Care for your LBD
Accessories donation
Step 3: Shape the Path
Each day a random assortment of LBD looks from the community is showed on the U.P. homepage.
“
Sheena Matheiken:
No matter we are, we're all one click away from the people who share the
same conerns, who want to do somthing the same way you do... I think
everyday people, like you and me, can have some real impact in the world
”
SWITCH // running
miCoach Adidas
RIDER // reason
run regulary
being active
Green Cars
>> Shanghai CAR 2013
ELEPHANT //emotions
shown in several videoclips:
active happy lifestyle
having friends
eat what you want
wear nice clothes etc.
PATHWAY // steps
mycoach equipment:
speed cell measures speed
and distance,
app with training plan,
with others etc.
Greencompetition
Cars
>> Shanghai CAR 2013
AirCON 23˚
The “It is Cool Enough” campaign
addressing the energy waste, health
issues & discomfort caused by the
ridiculous air conditioning culture in
Hong Kong.
Carmen Chan, International Business, Hong Kong! Godert van Hardenbroek, Entrepreneur/Designer, Netherlands!
Hope Yip, Global Studies, Hong Kong!
Furuzon Zehni, Economics & finance, Tajikistan
Cindy Qu, Engineering, China
Hong Kong Global Sustainability Jam, Sunday, October 30Th 2011
Problem Insight: Air Conditioning is the way to show cultural status because fur lady/suit
& tie is superior to rice lady/farmer.
Hong Kong Global Sustainability Jam, Sunday, October 30Th 2011
AirCON 23˚
✤Average temperature Malls in Hong Kong 19˚C, busses 16˚C.!
✤The American society of heating, refrigerating and air conditioning
advises 25.5˚C !
✤Recommendation issued by the HK government in 2004 failed!
✤Promoting to set the AirCON’s to 23˚C: save energy, enhance
thermal comfort & health
Campaign for family malls
AirCON 23˚
comfortable, energy efficient & healthy malls
No sweaters in
summer.
Cathy Chui!
AirCON 23˚
comfortable, energy efficient & healthy malls
Campaign for high-end malls
AirCON 23˚
comfortable, energy efficient & healthy malls
Too cold is
uncool.
Daniel Wu!
AirCON 23˚
comfortable, energy efficient & healthy malls
This is cool
enough.
Daniel Wu!
AirCON 23˚
comfortable, energy efficient & healthy malls
I feel cool,
are you?
Gaile Lok!
AirCON 23˚
comfortable, energy efficient & healthy malls
AirCON 23˚
Creating comfortable, energy
efficient & healthy playgrounds
for people to enjoy life.
ACTION PLAN!
✤
Step 1: Partner with a high profile NGO (Clean Air Network) to get
the celebrities on board. (One of our proposed endorsers, Daniel Wu
is also the endorser of CAN; Carmen has personal connection with
the CEO of CAN)!
✤
Step 2: Pitch to the malls to communicate the benefits: CSR/
reputation and branding; and attracting more potential customers. !
✤
MONEY from the malls as we provide CSR and branding services;
Possible Funding from government (Environment Protection
Department)
SWITCH METHODOLOGY
1. Direct the Rider
•Set it on 23 degrees celsius.
•“Comfortable, energy
efficient & healthy malls”
2. Motivate the Elephant
•If my star celebrities say it’s
cool, it must be cool.
3. Shape the path
•Staged approach bringing in
many malls
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ASSIGNMENT NEXT WEEK
• Find an example of a project targeted at behavioral
change and find three aspects of switch methodology.
Look for a sustainability campaign or product launch
that is successful in establishing behavioral change.
• Make short analyses for each of them: • Project description
• How did they:
• Direct the Rider
• Motivate the Elephant
• Shape the path
• Upload ppt/pdf on Wiki before Thursday 10:00
ASSIGNMENT LAST WEEK
• browse www.gigabase.org
• Find one examples of a Cradle to Cradle certified
product
• Make short analyses for each of them: • Project description
• How did they incorporate C2C elements
• Waste equals food
• Use current solar income
• Celebrate diversity
• Upload pdf to your wiki before 10:00, May 8th