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How to create change one behavior at a time.

Peter Mitchell

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.

When the Boss Asks: "What's Social Marketing?"

By Peter Mitchell August 20, 2015

Tell your boss social marketing is a way of thinking. It is an approach that treats a social..

Behold the Power of Packaging

By Peter Mitchell April 30, 2015

Advocacy efforts spend a lot of time on “messaging.” But too often we think in terms of PSAs..