As marketers, we are constantly told to change a consumer’s attitudes. Gurus often call it the key to long term success and cite examples from mammoth organizations like Nike, saying “they changed attitudes towards running”. But is it good advice? Should marketers focus on changing attitudes? In this show, my guess Phil Barden, suggests a different route. He talks about why changing behaviors is easier and more effective than changing attitudes, sharing diverse examples from organ donations to cafeteria designs. 

Phil's book Decoded: https://amzn.to/2EXoIMl 

Phil's agency Decode: https://decodemarketing.com/en 

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