Behavioural Change

Growing the ocean economy means convincing a lot of people to change.

“Everything requires marketing, because everything significant requires behavioural change. Humans find behavioural change difficult. The biggest mistake you can make in a business is to think “I’ve got a big idea, therefore it doesn’t require marketing”, because the bigger your idea is, the more behavioural change is required, therefore the more marketing it will need.”

Rory Sutherland in a recent interview at Origin Story with David McIntosh Jr.

This is an important insight for ocean entrepreneurs because:

☑️ They often operate in the realm of disruptive innovation.

☑️ Their solutions require creating new categories, sometimes even whole new markets.

☑️ They require customers to switch from established incumbents, sometimes at a premium price.

☑️ They require a huge amount of education.

It’s a tough pill to swallow (I’ve been there), but people will change only when the pain of staying the same feels bigger than the pain of changing.

The only way to achieve that is for ocean entrepreneurs to express the value of their solutions so clearly that it becomes a no-brainer for the customer to change. 

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FYI - Ocean Entrepreneurs, I'll be hosting a free, live workshop on Thursday 9th October at 3pm UK (BST) / 10am Eastern (ET).

You’ll learn a simple 5-step process to consistently attract customers who “get it” and are excited about what you have to offer.

Tere will also be a Q&A at the end, if you want to ask me any specific questions.

Here is the link to register.