homer leaves a legacy - home | life & legacy · tuesday, may 19, 5-6pm alia mckee principal,...
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Tuesday, May 19, 5-6pmAlia McKeePrincipal, Sea Change Strategies alia.mckee@seachangestrategies.com
Homer Leaves a Legacy:A Guide to Behav iora l Economics and Fundra i s ing
Alittlebitaboutme…
•Whatwasmostpressingforyouprofessionallypriortothepandemic?
•Hasthatchanged?Ifso,how?
Pleasechatin…
Behavioralwhat???
Thescienceofhowpeoplereallybehaveandmakedecisions
ATaleofTwoContrastingEconomicTheoriesRationalChoiceTheory BehavioralEconomics
Youareinthepersuasionbusiness.
BehavioralEconomics
FourPersuasionPrinciples
It’s98%aboutemotion
PrincipleOne
Confabulation
Socialpsychologistshaveawonderfulwordtodescribeourtendencytomakeemotionaldecisionsandthentorationalizethemafterthefact.Theycallitconfabulation.Theheartdecidesandthebrainjustifies.
TheElephant,theRiderandthePath
1. Motivatetheelephantwithemotion.
2. Directtheriderwithalittlerationalassurance.
3. Shapethepathwithaclearcalltoaction.
Kile Ozier’sStanford“ThinkAgain”AlumniFilms
1. Motivatetheelephantwithemotion:• Videoisfrompointofviewofastudentridinghisbikeonafamiliarroutetocampus.Immersestheaudiencewithnostalgia.
2. Directtheriderwitharationalassurance.• Tuitioncoversonlyabouthalfoftherealcostofundergraduateeducation.• NearlyhalfofallStanfordundergraduatesdependonneed-basedaidfromtheuniversity.
3. Shapethepathwithaclearcalltoaction.• DonatetoStanford.
Storyismosteffectivetoolforelicitingempathy&compassion
PrincipleTwo
Frankly, there isn'tanyone youcouldn't learn to love once you'veheardtheir
story.
Empathy,Neurochemistry,Story,Giving
WhyStory?
• Cortisol->Getsattention• Oxytocin->Increasesempathy
DNAofastory
• Relatableprotagonist• Desire• Conflict• Smallstory/Significantsaga
Doyouwanttoplayagame?
DNAofStory:OneChatintherelatableprotagonist
ROSE!
• Chatin:Whyissherelatable?
DNAofStory:TwoChatinherdesire
JACK+ESCAPINGHERCLASS&LIVINGAFULFILLINGLIFE
DNAofStory:ThreeChatinsomeconflictsshefaced
DNAofStory:FourSmallstory/significantsaga
Socialnorms
PrincipleThree
MESSAGEONE:“Reuseyourtoweltosavetheenvironment.”
MESSAGETWO:“Amajorityofguestsinthishotelhavereusedtheirtowels.Jointhemandhelpsavetheenvironment.
MESSAGETHREE:“Amajorityofguestsinthisroomhavereusedtheirtowels.Jointhemandhelpsavetheenvironment.”
MESSAGETWO:18%moreeffectivethanthefirstmessage.
MESSAGETHREE:33%moreeffectivethanthefirstmessage.
SocialNormMessagingYou’veSeen
SocialNormMessagingYou’veSeen
Recordvotingturnoutisexpected!
SocialNormMessagingYou’veSeen
SocialNormMessagingYou’veSeen
Valueistricky
PrincipleFour
ValueTruthOne
Noonereallyknowswhatanythingshouldcost.
Anchor
$11,000$20,000$2.9million
ValueTruthTwo
Marketnormstrumpsocialnorms
Marketnorms
ValueTruthThree
Whenitcomestoproblems,thebiggerthenumbers,thesmallerourconcern
“IfIlookatthemass,Iwillneveract.IfIlookattheone,Iwill.”
PrinciplesReview&Questions
1. 98%emotion2. Storyelicitsemotions3. Socialnorms4. Valueistricky1. Anchoring2. Marketnorms3. Small,notbig
Questions…
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