What makes people take action?


The toughest question on earth. How do you make people do something? I don’t mean clicking ‘like’ on your Facebook page or follow a link only to spend 2 minutes watching a fun video. How do you actually make people see something, find out more about it and then take action. I’d say it’s harder than it’s ever been to make people take action. We’re spoiled and lazy. In fact the human race has been spending the last on hundred years on making sure people have to do less and less by ourselves. Everything is about making things easier for us. Electronics, ready-made food, transportation, communication, the internet etc. Making something help people do less is the perfect recipe for a successful product.

Then how do we make people take action? I don’t know the answer to that question, but I do know what makes me go wow!

I’m triggered by:
Honesty, authenticity, the sand between my toes, a swim in the sea, the snow, spending hours to cook a dinner, something that makes my adrenaline flow, something beautiful, family and friends, a smiling stranger, feeling healthy, a glass of chilled wine, a long walk, a quiet moment, feeling close to someone, having a secret, love…

What triggers you?

If you create something that make me think I’ll achieve something of the above you’ll get me moving. If you create a product or a service that will get me closer to living my life the way I want I’m sure I’ll be your first customer. If you’re communication makes me understand how you can help me in perfecting my life then I’ll be yours.

This is what triggers people, things that makes us believe we’re on our way to a better life. Then we’ll read, watch, click, like, buy, spread and do whatever it takes to endorse your brand forward. This insight of what triggers us is planning…and the rest is up to you!

Now trigger us!

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.