I just returned from a two-day conference in St. Cloud, MN on Social Norms Marketing with Dr. Jeff Linkenbach, founder of MOST of Us (www.mostofus.org). Although centered on the topic of uncovering the gap between perception and reality in the arena of alcohol and drug abuse, Jeff’s information could easily be applied to a variety of topics at many levels.
The idea is that when a group wants to understand the root causes of a social problem to change the behaviors creating the problem, it is necessary to discover the gap between perception and reality. How do you do that? Start with the research that already exists. Then, using his seven-step process, develop a plan to gather additional facts. The key is to return to those with the behavior, as well as to others involved, and present the facts in creative ways, getting their by-in. Soon new conversations will begin, spawning change and transformation.
Viewing this process made me stop to ponder the phenomenon of perception versus reality. Through formal or informal encounters, each of us is in the business of marketing—24/7. What picture have we created for others? What will they remember? It is worth contemplating.
Long story, short: Is the word on the street what you want it to be?
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