implementation

First, combine interventions. For flu shots, we knew trust was important to address and faith-based efforts had a lot of support. We also knew that physical availability and convenience were important to reducing inhibiting pressures around physiological and actual costs. So we took the intervention of faith-based support and the intervention of a

The narrower and rarer the identity you choose for yourself, the more everything will seem to threaten you. For that reason, define yourself in the simplest and most ordinary ways possible.

you don’t have to do the thought experiment, you just intuitively know how quickly you would mindlessly eat through the close one while the far one went untouched. All pressures exist along a spectrum. Availability isn’t black and white, and by adjusting the strength of the inhibiting pressure that is availability—that is, by putting M&M’s in your

Ironically it can’t figure out where to focus its attention. Because the way attention is done currently is static and processes all parts of the sequence simultaneously, rather than using multiple heuristics to be more selective and to reset the context dynamically, to try counterfactuals.

This is because attention as it measures isn’t really a

B. I borrowed my story from a Bill Murray film.

Translation: One company wins big in each category. But most marketers, entrepreneurs, creators, and investors spend their entire careers competing for only 24 percent of the value opportunity of a given category. They’re not the Category King—and they don’t even know it. As a result, they waste time and effort competing over demand instead of

Imagination takes the stuff of observation and experience and recombines them into something new.

One of the themes I emphasized was the idea of protocol money. People who live and breathe technology tend to think in terms of rapid disruption, and assume that new things will displace old things. But a point I emphasized is that while that’s a true trend for many things, it hasn’t historically applied to communication protocols. Things like

recognizing that there are diminishing marginal returns: no behavior can ever be fully pressure mapped, so knowing when enough is enough depends on the maturity of the market. Some categories have been around so long that focusing on the disruptive, unrecognized pressures is key; others are so new that just getting the most obvious pressures right