Why Not Fear

Breaking the Code

When put in charge of 'making someone do something', it is always tempting to resort to fear tactics--scaring people is a direct way of motivating them, the effects are clear and immediate, and we all know the kinds of things that scare people. This is why 'let's scare them' tactics and strategies are so popular, and why we are often asked as marketers to "show consequences" or "create fear". But fear is a poor long term motivator, and is ill advised as a marketing strategy in most cases; it's also damaging to scare people, and is widely seen as unethical.
Join us as we discuss why fear is almost always not the answer.

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