Why Your Message Isn't Changing Customer Behaviour

If customers hear your message but do nothing, communication may not be the real problem. Bob Rogers explains how leaders use story, emotion and experience design to change customer behaviour.Key Takeaways- Start with the end in mind. Define the specific change in customer action or behaviour before discussing the message, technology, story or creative treatment.- Make the experience about the audience, not about proving how clever, impressive or innovative the organisation is.- Look for an emotional truth that already exists in both the audience and the brand or subject. Bob argues that this shared truth is what creates connection.- Do not confuse a KPI with the objective. A KPI is a sign that you may be moving in the right direction; the objective is the real change you want to create.- Identity matters. Bob's strongest examples do more than inform people; they help people see themselves differently and act from that new identity.- Story and emotion can move people in ways that facts alone often do. The heart may lead before the head begins arranging the reasons.- Creative freedom becomes more useful when the destination is clear. Constraints can focus creative energy rather than reduce it.- Choose the tool after you understand the task. New technology, including AI, is useful only when it serves a clearly defined outcome.- Bob defines a champion as someone who does the right things, especially when those things are hard.Chapters0:00 Why Messaging Alone Doesn't Change Behaviour1:53 Meet Bob Rogers: Magic, Disney, NASA and Deep Story2:13 The Magic Shop Lesson: Show and Business4:53 It's About Them, Not You7:30 Deep Story: Find the Emotional Truth10:32 Four Rules for Transformational Experiences13:47 Choose the Task Before the Tool16:37 Define the Change Before the Means20:26 KPI vs Objective: Don't Confuse the Signpost for the Destination21:29 Raider Nation and Emotional Brand Connection24:24 Show, Business and Identity27:17 Why Messages Don't Change Behaviour28:28 Johnnie Walker and Identity Transformation32:39 Aspirational vs Invitational Transformation35:59 Why Communication Fails to Change Behaviour38:48 Story and Emotion Drive Action39:56 GM Robots and the Power of Mythology48:05 Get Clear About the Change You Want50:03 AI Is a Tiger: Learn to Ride It52:23 Milwaukee Brewers: The Power of One Clear Idea56:29 Disney Animation: Move the Audience, Not Just the Drawings59:08 NASA: Sell the Adventure, Not the Spin-Offs1:01:47 Why Constraints Make Creativity More Useful1:04:33 What Creates a Real Before and After1:10:16 Deep Story: A Practical Toolkit for Leaders1:13:42 Bob's Book and Where to Connect1:15:39 Quickfire Questions1:18:06 What a Champion Mindset Means to Bob1:18:31 Final ReflectionsLinksWebsite and DEEP STORY™: https://www.bobrogers.com/BRC Imagination Arts: https://www.brcweb.com/LinkedIn: https://www.linkedin.com/in/bob-rogers-34a193146/Instagram: https://www.instagram.com/bobrogerscreates/Connect with Anthony DahyaChampion Mindset Collective: https://championmindsetcollective.comAI Workflows Agency: https://aiworkflows.agencyLinkedIn: https://www.linkedin.com/in/anthonydahya/Contact: [email protected] a Guest: https://championmindsetcollective.com/be-a-guest