To change a business or brand we need to change behavior. To do this we must understand why people behave as they do now and in turn how we can influence them to change.
If I think about myself for a moment, the challenge becomes clear. I don’t always really know why I do the things I do. I misplace my keys, I get distracted, sometimes I am just on autopilot, thinking about something else. Half the time I struggle to explain things to myself, let alone to someone else. I am surprised how illogical I can be, and at times how downright emotional I can get.