Kissing Richard Chataway

This week saw the launch of Richard Chataway’s new book, The Behaviour Business, which features Lumen’s work prominently. Richard came in to talk to the consulting team, and gave us three important lessons about communications:

• Keep It Simple, Stupid. Thinking is to people as swimming is to cats: we can do it, but we don’t like it. ‘Making people think’ may sound like an interesting strategy but is usually a sure-fire way to get ignored, or at least misinterpreted.

• Make it easy. People are ‘cognitive misers’ they frequently take the easy option. Our job is to make our brands the easiest option.

• Keep it short. Like this post.