A Case for Behavior Change

"Randy has an extraordinary talent … his work has been spectacular."

--Mitchell Shames, Partner, Harrison Fiduciary Group

You think your product is hard to explain? Consider the case of my recent client, a financial services startup that wants to change how large corporations manage their employees’ pension plans. The client not only has to make the usual sell -- that it is faster, more efficient, easier and safer than alternatives. It also asks would-be customers to change their behavior -- most of whom just happen to be among the most senior, highly-compensated and risk-averse executives out there.

The problem with selling most innovation is not the price. It’s asking people to change their behavior (which is always hard) based on abstract logic (which makes it even harder).

That’s a familiar problem to technology marketers, which is why this financial services firm selected one to write its website. The firm understood that whether the deployed assets are virtual or financial -- what matters is showing the clear connection between the seller’s and buyer’s business strategies. We make that connection all the time in technology marketing, and it’s a skill that becomes even more relevant beyond technology as businesses of all types become innovators to thrive.

Click here for more about the case.