The POWER OF INCREMENTS Some twenty five years ago I was engaged to undertake research to establish why an advertising campaign has been much less successful on the west coast than it had been on the east coast of Australia. The research found that the campaign was promoting a behaviour change (in terms of the […]

The POWER OF INCREMENTS Some twenty five years ago I was engaged to undertake research to establish why an advertising campaign has been much less successful on the west coast than it had been on the east coast of Australia. The research found that the campaign was promoting a behaviour change (in terms of the consumption of margarine) that was much bigger on the west coast that it was on the east coast. Earlier campaigns that had run on the east coast but not on the west coast had taken people in Sydney, Brisbane and Melbourne on a journey that people on the west coast had not been taken on yet. People in Western Australia had not seen earlier commercials that turned out to be important precursors to the most recent commercials. The research demonstrated that behaviour change is difficult, and that very significant behaviour change is very difficult indeed. The…