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How to create change one behavior at a time.

Peter Mitchell

The 2019 Best and Worst Super Bowl Ads for Behavior Change

By Peter Mitchell February 4, 2019

They are the world’s most pricey commercials, full of celebrities and eye candy. But which 2019..

Does It Really Take Gillette for Us to Man Up?

By Peter Mitchell January 18, 2019

Why was it my razor company, and not some progressive politician or cause I support, that..

How Do You Market Position a Behavior?

By Peter Mitchell October 15, 2018

We’ve all seen product positioning — Aquafresh versus Crest, Avis versus Hertz, and so on. But..

Can a Bunch of High School Kids Really Make a Difference on Gun Control?

By Peter Mitchell February 19, 2018

The political landscape is littered with sympathetic gun control advocates vanquished by the..

Let’s All Say It Together: Radical Loser Terrorists

By Peter Mitchell September 15, 2017

This time Donald Trump got it right.

One TV Spot Shows 5 Ways to Make Facts Matter

By Peter Mitchell April 28, 2017

If you’ve worked in advocacy, marketing or communications, you’ve probably come across it before..

Note to My Fellow Progressives: The Election Is Over

By Peter Mitchell November 10, 2016

The election is over. But all is not lost.

Making Star Performers Star Managers – A Behavior Change Exercise

By Peter Mitchell September 1, 2016

 It’s the classic management challenge: You have a star in your organization – an ambitious..

Why Marketing is Superior to Politics

By Peter Mitchell February 25, 2016

When pundits brand politics as marketing, we marketers are insulted. We only wish today’s..

How a Single Email Cleaned Our Sink

By Peter Mitchell February 12, 2016

The problem was dirty dishes. Our metro DC office had grown by a third in a short time, so our..

Three Key Ingredients to a Powerful Web Presence

By Peter Mitchell December 17, 2015

Websites can be powerful -- or completely powerless. It all boils down to three factors --..

How to Design an Advocacy Strategy

By Peter Mitchell November 19, 2015

First recognize this simple truth: The best argument doesn’t always win.