We’re delighted to welcome Kai Wright to Nudgestock Global this year. Recently named to the Thinkers50 Radar 2020 as one of the top 30 thought-leaders in business to watch in the world, Kai is on a mission to help people build better brands.
As well as being an author, speaker, strategy advisor and global consulting partner at Ogilvy, Kai is also a lecturer at Columbia University, where he speaks about using principles of influence and persuasion for strategic advantage.
Kai’s work lives at the intersection of communication, consumer behaviour and branding. By learning from fast-growing companies and start-ups, he helps others to cut through the clutter of noise.
Before we hear from him live at Nudgestock, we caught up with him to ask a few questions…
What are your top tips to survive lockdown?
"People will look back on COVID-19-related lockdowns and ask themselves: was mine productive or did I waste an opportunity to do something I wouldn’t have normally done?
The best personal and professional investment someone can make during the lockdowns is to practice courage, and specifically display the courage to pivot.
Second, whether an executive, entrepreneur, or employee, the skill of adaptability will become the most valuable asset to any organization. As online education explodes, take a digital course to learn something new."
What is your favourite nudge?
"Audio cues. I often ask brand leaders to take the Bird Box test: close your eyes and imagine a world in which consumers can only find your brand through what they hear; would someone be able to identify/differentiate your brand?
Many brands fail the Bird Box test, failing to have even a single tonal association. Given the rising noise in the world, lowered attentiveness, and multi-tasking nature of audiences, audio branding & nudges might be the biggest hidden yet immediate ROI."
What is the piece of work that you are most proud of?
"As a scholar-practitioner, I consider myself an agitator within the behavioral science. My frustration within the field was that behavioral science didn’t scale; specifically, no two behavioral scientists can independently have the same (near exact) conclusion.
As a result, I’m proud to have developed a new behavioral science based framework for communication, LAVEC, after years of research and pressure testing that gives a back-of-the-napkin, scalable solution. The framework was released in my debut book entitled Follow the Feeling: Brand Building in a Noisy World (Wiley, 2019).
The framework is now available for students, marketers, leaders, and founders to use to ensure their communication, branding, and marketing resonates with communities & tribes."
For more, see here
Find Kai on Twitter: @kaiwright