Do one thing brilliantly

Brand & Marketing

When an activity claims to satisfy multiple goals it is perceived as less effective than an activity with a single dedicated goal.

Students rated aerobic exercise as a more effective means of achieving a goal when it was described with one health goal (protecting from heart disease) than two goals (protecting from heart disease and maintaining healthy bones).

UNSEEN OPPORTUNITY

To maximise perceived effectiveness, you may need to claim to do just one thing well rather than present a longer list of I multiple benefits.

Behavioural principles

Behavioural ideas at play in this post

Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.

Contrast effect

We judge things relative to nearby alternatives, not in isolation.

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Curse of knowledge

Once we know something, it becomes hard to imagine what it feels like not to know it.

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Price-quality heuristic

When quality is hard to judge, price becomes a shortcut.

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Do one thing brilliantly

Behavioural ideas at play in this post

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