How to Make the Right Strategic Decision…
Posted on July 14, 2017
Written by Hunter Thurman
If you’ve done the right things so far this year, you now have a short list of strong strategic options from which to choose. But how should you navigate the often subjective process of deciding on the ONE direction to drive your business forward???
It’s not a new idea in insights and marketing to make decisions through the eyes of your consumer. But that principle can be easier said than done when it comes to high level strategic plans.
Luckily, Behavioral Science serves as a ‘decoder ring’ to prioritize the decisions that will REALLY result in real-life behavior.
At the core of human behavior are ‘The 9 WHY’s’ – the 4 Motivations, and 5 Costs that drive people towards, and prevent them from, a given behavior. In evaluating your strategic options, ask yourself which MOTIVATION is most salient with your audience of consumers:
Are your consumers exhibiting:
- Practical behaviors that make rational sense?
- Social behaviors that are popular among friends and family?
- Dominant behaviors that feel good, and help create some superiority?
- Immersive, experiential behaviors that simply feel good?
One of these 4 will be the primary Motivation your audience feels relative to your category, and the corresponding strategy is probably the one that will result in the most real-life behavior.
At the same time, think through which of the 5 Costs most hinder your consumers:
- Emotional cost (aka feeling bad).
- Physical cost (aka being difficult).
- Social cost (aka causing criticism).
- Time cost (aka having to stop doing something else).
- Price cost (aka having to give up something else).
Again, BeSci dictates that one of these Costs will most prevent behavior among consumers (and actually, “Price” is often the least influential). The strategic option that best alleviates the primary Cost for your audience is the one to prioritize.
Of course, we’d be happy to show you our Habits of Control model and some uber-efficient ways to quantitatively measure the Motivations and Costs of your audience of consumers to make tough decisions feel like a no-brainer. 😉
Just drop us a line to learn more.