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Creativityhasthe
powertochange
humanbehavior
@LeoBurnett
@KevLilly
@HowardL
1234567+ 910
Practice
Ideas
Words
Pictures
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Wordsmatter.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
Wordsmatter.
Choosethemwisely.
you’reugly.
Whatarethewordsandideas
thatleadtoaction?
Words Matter: The Art of Getting People to Do What You Want
SIMPLICITY
TENSION
AROUSAL
ACTION
SIMPLICITY
TENSION
AROUSAL
ACTION
SIMPLICITY
Q:

Howmanybrand
messagesare
peopleexposedto
everyday?
A:

Whocares?
We have fractions 

of a second to get 

the thumb to stop
Words Matter: The Art of Getting People to Do What You Want
While patience is a virtue, 

it’s no longer a reality

Themostannoying
thingaboutbrands
onsocialmedia
33%Writesloppily
Leo Burnett Worldwide // September 2014 //
Get to the f*cking
point
Leo Burnett Worldwide // September 2014 //
...simplify, simplify.
- Henry David Thoreau
Leo Burnett Worldwide // September 2014 //
...simplify, simplify.
- Henry David Thoreau
Wrong Words vs. Right Words
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Reduction vs. Simplicity
Leo Burnett Worldwide // September 2014 //
“Ihaveonlymadethisletter
longerbecauseIhavenot

hadthetimetomakeitshorter”
- Blaise Pascal
Briefbut

meaningless
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
SIMPLICITY
TENSION
AROUSAL
ACTION
TENSION
Everything

goodhasit.
Good tension kills
indifference
Team A Team B
1
2
3
4
5
6
7
1
2
3
4
5
6
7
Team A Team B
1
2
3
4
5
6
7
Team A Team B
Startwithassumptions
Findcontradictions
Leftwithunresolvedtension
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Areyouin

goodhands?
#LikeAGirl
SIMPLICITY
TENSION
AROUSAL
ACTION
AROUSAL
“Jaw dropping,
good, sexy food”
“Everytime I need a fix...”
$$$$-Sex
$-Drugs
Ecological disaster
 Corporate neglect
Surge for stability
 More unwanted war
War against marriage
Gay rights
Migrant workers rights
Illegal immigration
v.
v.
v.
v.
EstateTax
DeathTax
Arousal takes us from
sharing to caring
Words Matter: The Art of Getting People to Do What You Want
High Arousal Low Arousal
Positive
Awe
Excitement
Amusement
Contentment
Negative
Anger
Anxiety
Sadness
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
SIMPLICITY
TENSION
AROUSAL
ACTIONACTION
Leo Burnett Worldwide // September 2014 //
Someideasinspireaction,
mostdon’tallowforit
Makeitclearwhat

youwantpeopletodo
Leo Burnett Worldwide // September 2014 //
Sharingisnotnecessarily
changingbehavior
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
#IWillIfYouWill
#GangUpForGood
Words Matter: The Art of Getting People to Do What You Want
SIMPLICITY
TENSION
AROUSAL
ACTION
problem 

what’s the problem the brand is trying to solve? 

purpose 

what does this brand believe? why does it exist? 

people 

who are we talking to? what are relevant attitudes, beliefs, and feelings? 

behavioral tension

what are they doing now? what is the behavioral tension?
change challenge 

what is the specific change we must create?
cultural fuel 

what else is happening in culture that could accelerate this change?

proof

how do we know it’s impacting the business?

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Words Matter: The Art of Getting People to Do What You Want