Why do they drink and drive?

What I Learned on a Research Project on Teen Drinking and Driving

During the spring and summer of 2014 I was commissioned to do a drinking and driving research project. Over the past few years, Saskatchewan can’t seem to reduce the number of drinking and driving incidents. In a country where almost everywhere the drinking and driving numbers are decreasing, here in Saskatchewan that’s just not the case.

We were going to tour the province and talk to teens about “why” they drink and drive.

The wrong way to approach a problem; ask the person with the problem “why they do it” and they are most certainly going to lie. Ask students about similar problems and how they approach them and now you may be getting somewhere!

Drinking and driving is a perplexing issue. One of those social issues that people’s attitudes and actions don’t match up. The think and do gap if you will. We all know it’s a bad idea to drink and drive but how many of those people still get behind the wheel and drive after having a few pints.

They'd love to show you a good time...

Methodology

We picked six different locations all over Saskatchewan. From a high school in Regina, to a day-time program in Prince Albert. We talked to an inner-city high school in Saskatoon, and a Narcotics Anonymous summer camp on a First Nations Reserve. We visited rural high schools and mid-sized city high schools all over Saskatchewan. We had a diverse student population and share information is one thing they loved to do.

We had a set of questions we’d ask once the students were comfortable with sharing their opinions. We knew we could just come right out and say, “hey, so really, why is it that students every now and then think it’s ok to drink and drive?” We had to be much smarter than that.

 

Some of the questions we’d ask would be:

Which do you watch more of, YouTube, Netflix, Cable?

Who do you look up to more, Celebrities, Athletes or Musicians? (Why?)

What do you use your phone for, top three things?

Which one do you like more?

Facebook or Twitter? Instagram or Vine? Snapchap or Instagram?

What’s the easiest way to communicate a message to a pre-determined audience?

What do you think of these ads? (drinking and driving ads)

What do you think of anti texting and driving ads?

How would you stop drinking and driving if you absolutely had to?

Stop the violence, don't drink and drive.

 

The Three Things we learned:

Get to them younger, you can’t tell kids anything, if you have to ‘tell’ kids, don’t, ‘show’ them instead.

 

1. Get to them younger

Highschool students (especially grade 12s) have already made up their minds. You may inform them about a potential fatal decision that they’re going to make but actually changing their behaviour? Not likely. By grade 12 you’ve made up your world view, you’re not a fan of authority in your life, and the last thing you want to do is listen to “what’s good for you”. As soon as we realize that at this stage in life (grade 12 in particular) is a relatively bad time to convince anyone of behavioural change. We need to get to them first, before the social norms of high school get them.

 

If you don’t believe me, try to remember what you were like in grade 12. Were you open to other people’s ideas? Did you listen to authority? Did you always do what was right for you? If you answered yes to any of those questions you’re either lying to yourself or you didn’t have much fun in highschool. We don’t need to convince the students who aren’t a problem, we need to convince the hardest to reach.

They'd love to show you a good time

2. You can’t ‘tell’ me anything

Well if you want me to listen. “Telling” people to do something or the perception of “telling” people never goes over well. This remains true throughout life, adults generally don’t like to be told what to do either.

Create behavioural change by educating early on and allowing kids to make their own decisions (even if they’re wrong), helps learn life lessons in a much more surreal and memorable way.

The problem with drinking and driving is you can’t let kids make even one mistake, because all it takes is once behind the wheel and it could be fatal. Making younger kids more aware of the situations they are going to face when they get older, and the difficult decisions they’re going to have to make will only help in preparing them. You’ll never eliminate it completely, but you can attach a stigma to it at a young age that deters kids from even trying it.

 

This is precisely what happened to smoking. Advertising and propaganda around smoking used to be “cool”. Many governments (including Canada) passed laws (http://www.smoke-free.ca/filtertips04/tobacco%20act%20provisions.htm limiting tobacco companies the amount of advertising they were allowed to do and where they were allowed to do it. Making a much better chance a kid doesn’t see James Dean on a billboard in downtown smoking a dart. Present day (Sept 2014) smoking is on the decline (obviously not for all populations of society, I’m making an over simplification). But there is an argument that once something isn’t deemed “cool” society has a lovely way of reducing the “uncool” behavior.

 

They younger they are when they realize that “drinking and driving is not cool” the odds that they do it when they are older go down.

 

Every grade 9 class should have to put a campaign together on how to stop drinking and driving. Putting the messaging up in the school, implementing the best ideas that come up, throughout the year the students in grade 9 become the Champions of reducing drinking and driving incidents. They grade 12s vote on the best campaign and a cash prize is awarded for the best project and the most influential school. (I’m completely offering my services if you want to get this off the ground, I think it could work great helping students educate students on drinking and driving).

3. Don’t tell kids, show kids…

When it comes down to major decisions that we make in life, whenever we’re on the fence, we’ll generally look to people similar to us and see what they did in the same situation before we make our decision. The psychological term is social proof. I first read about social proof in Robert Cialdini’s Influence The Psychology of Persuasion.

 

Social proof is gaining in popularity as our world gets more confusing, more going on, demanding more of your attention, you have to make better decisions faster. For years we’ve used social proof. Before we take a look at a new car we ask a neighbor about theirs and what they like about it. If we look up to that neighbor we’re even more likely to take their opinion as the truth.

 

Social proof is a powerful influencer. In a world where it’s very simple to see where people live, what they drive, who they interact with, what they wear and what they do for fun, we don’t need to look far to get ideas on what to buy. A simple stroll through Instagram will show me a lot of information on what you care about, what you spend your money on and where you spend your time. I don’t have the answer on how to use social proof to curb drinking and driving, I do however have a couple ideas.

 

You need the students that other students look up to to be the ones making it very uncool to drink and drive. I say I don’t have the answer because I think I’d rather ask the students what would work, and get ideas from them.

 

A project at the grade 12 level creating a campaign or project answering the question: “how do you reduce drinking and driving?” again offering up a cash prize for the winner. Make it a part of a class; make it a major part of the curriculum. If you get students creating amazing campaigns addressing the negatives of drinking and driving in a new creative or different or interactive way, in time they will convince themselves it’s a bad idea.

 

Think about it, the more research you do in a subject area the more the information you’re uncovering will affect you. This happens all the time. Why couldn’t it work for kids and drinking and driving?

 

Conclusion

Lets get to them younger, stop telling people to change their behaviour and start using social proof to influence people in a smarter, more effective manner. In the future, the status quo is going to be easy to seek out. Why change? In the future you’re going to come to this question more and more often. The smartest organizations know that change has to be a part of the plan. Try new things, try new ideas, as long as you’re sticking with the status quo, you’re never going to know what you’re missing. You’re never going to see the future of your product or service.

Business is change, and how we communicate with our younger generation is something we’re all going to need to get better at. Yes yes, try something new, who knows, you might just prove yourself wrong.

 

You can download the PDF here: Why do they drink and drive, a Strategy Lab Research Project

90-percent-of-the-data-in-the-world-today-has-been-created-in-the-last-two-years

9 Lessons Learned Volunteering on Not-For-Profit Boards

1. The world is changing faster than you can imagine.

“Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.”

-IBM

On a single day on the Internet there are:

  • Over 2 million Google search queries

  • 48 hours of new YouTube videos

  • 684,000 bits of content shared on Facebook

  • More than 100,000 tweets

  • $272,000 spent on e-commerce

  • Source: Webopedia

If you disappeared tomorrow, who would miss you? What distinct advantage does your organization create? Why is your mission a noble cause? Ask these questions early and often or else you may find your organization obsolete. To the Not-for-profits that take advantage of the changing online landscape and embrace technology your audience will adore you and you will attract a new smarter customer who (if you do your job right) becomes a loyal evangelist.

2. Every year, every month, every day, people have less attention than they did last year, last month, and yesterday. How are you getting peoples’ attention?

There’s a new not-for-profit starting up tomorrow who’s mission is better than yours, who help more people than you and who can do what you do for cheaper. What are you going to do about it? How will you stand out? How will you be remembered? How do you get to the point where people seek YOU out? If you don’t standout you definitely aren’t going to be remembered. You need to create a “Social Object” that people can associate with your cause.

3. You’re only as smart as the feedback you’re getting.

Not-for-profits are really bad at this. Trying to get feedback as an organization is a very forward thinking endeavour. Not-for-profits are not very forward thinking entities(rash generalization but true). Every year they talk about what they did last year and how well it went. No critical breakdown of what happened, no holding people accountable to goals set last year, and no wants to change in the future to get better. It’s that last part that bothers me the most. Because these aren’t profit generating entities it doesn’t make sense to adapt and innovate and strive to lead a market.

The only thing more risky than changing is staying the same.

The only thing more risky than changing is staying the same.

Everything about business is changing at an alarming rate right now, your only hope in survival is ensuring you’re getting feedback from your customers and employees.

Since we were children, feedback has been the only way we learn. Why is that any different for not-for-profits? You need a feedback strategy, and an honest one. If you have a 56 Question Questionnaire providing your feedback for you, just know you’re basing your information on the sick twisted person that would fill out a 56 question Questionnaire.

4. You can’t change what people say about you, but you can influence it.

“Branding” in 2014 is what people say about you behind your back. As a Not-for-profit if your members smile to your face but bad mouth you behind your back that’s a terrible brand. If you have complete board turnover every year that’s bad. IF you have past board members that refuse to be contacted, that’s bad!

Your reputation precedes you. Google your name, what comes up? You have a personal brand whether you like it or not, most people don’t understand they can influence it if they want to. Not-for-profits usually have an advantage here, your reputation is what you’ve done, the people you’ve helped and the impact you’ve created. The RedCross is one of the most recognized “brands” in the world and I would argue it has nothing to do with their messaging (though the logo is pretty ubiquitous), it has everything to do with their impact. Otherwise when you see the infamous Red “+” sign you wouldn’t immediately attribute positive characteristics.

5. Face the brutal facts. 

Yes this is stolen from Jim Collin’s book Good To Great. You must face the brutal facts about your organization and marketplace. People don’t have time to care about your organization, no one does. You have to pitch why your not-for-profit matters. I’ve been on a board where we only talked about the good things we did, how great every event was, and never brought up any criticism or created an urgency to get better.

Confront the hard facts, the longer you put off the truth the worse it gets when it finally becomes a reality. Business changes, Not-for-profits change. The only ignorant thing to do is assume we know what we’re doing and not seek out feedback.

What if we don't change at all and something magical just happens?

6. You can tell people’s priorities by the way they allocate their resources (time, money).

I’ve met people who give their time selflessly year in and year out. I look up to these people, they truly understand priorities in life. They put relationships before money. People before work and organizations over themselves. These people are the builders of our communities. You have no idea how much these selfless people have given in time to ensure that people they don’t even know get to enjoy (insert community event, sports team, or club here). From Brownies and Scouts to Hockey and Basketball organizations, boys and girls clubs and sports clubs. The one thing they have in common is people like you and me built them.

The unsung heros are the people who tirelessly volunteer their time to work, coach, organize, plan and do all the things that it takes to make Not-for-profits tick. If you meet someone who’s been a part of a Not-for-profit for a while just assume they’re amazing, you have no idea how much they’ve given.

If you want to find out about someone’s work ethic ask somebody they volunteered with on a board or an organization. Reputations go a long way. I find myself recommending people I’ve volunteered with and coached with a lot. You trust someone on another level when you know they believe in giving their time back to help others.

7. At any given moment, one or a few people can ruin it for everyone, you must ignore past these people.

People love to complain. You have to constantly remind yourself that it’s easy to be a critic and it’s hard to take negative feedback and actually act upon it. On volunteer boards I find this to happen a lot. People LOVE to complain without offering any other solutions. People love to tell you you’re wrong. People love to say “it won’t work”. You have to ignore these people.

Create a culture of proactive feedback, never are you allowed to say “I don’t like it this way!” without providing another plausible way.

8. There’s nothing more important than having a clear vision that everyone understands.

Those who built the visionary companies wisely understood that it is better to understand who you are than where you are going – for where you are going will almost certainly change.

-Built to Last by Jim Collins & Jerry I. Porras

Many business folks I’ve met underestimate the power of a vision. But most companies try to explain “everything we’re good at” without “pissing some department” in their mission statement. Effectively making it useless. Einstein said you only truly know a subject when you can explain it to a six year old. that’s my philosophy when it comes to your organizations vision, simply down to a few words that you could explain to a six year old. 

Examples:

Regina Volleyball Club: Lets grow Volleyball

University of Regina Alumni Association: Build Pride 

Regina Police Service: Public Servie First

Creative Options Regina: Gentle teaching

9. Fun can be a competitive advantage.

In the future the best organizations will have done the most important thing, attracted the best people. To attract the best people you have to have an amazing cause, but not just that, you have to create a work environment that people would seek out. A workplace to love. People will take a pay cut and make other sacrifices just so that they can work with people they like, and people we like are the people we have the most fun with.

Fun can be a competitive advantage

Fun can be a competitive advantage.

Think about it, at a board meeting have you ever asked: “how could we make our meetings more fun?”. Most don’t bring that up because they still think doing what they’ve always done is enough to attract younger, smarter, better talent. If your meetings are fun it’s going to be easier to attract better people in the future.

If you encourage your employees to have fun more often they will respect the workplace more, tell people about how great it is to work there, and when shit really does hit the fan, employees you’ve encouraged to have fun will be there for the organization. It’s when we’re at our worst our allies matter the most. Make strong supporters out of your members, encourage them to be themselves and have fun.

The Top 11 Home Construction Related Keywords in Regina

Have you ever sat and wondered why your website isn’t getting the traffic you think it deserves?

The key to good traffic stems from many core parts, one of them being:

Optimization!

You could have the most outstanding content in the world, with videos that look like they were directed by Michael Bay (minus the scantily clad women of course), and writing that would bring a tear to Shakespeare’s eye, but if your website is not optimized properly you may not be getting the traffic you deserve.

One key part of optimization is the use of keywords on your page, in your blog, or anywhere else relevant on your website.  We tried a little experiment in the lab here to see what the Top Home Construction Related Keywords in Regina are and this is what we came up with.

top-11-home-construction-keywords-in-regina-page

Now, if you are in the business of homes and you want your website to have more traffic, knowing which keywords perform best and optimizing for those keywords is your golden ticket!

Of course, optimizing is not the only thing that needs to be done to get more traffic to a website but it is definitely a step in the right direction.  If you think your website may be lacking and might need a little boost, we might be able to help!  Just fill out the contact form on the Contact page and we we’ll get back to you within 24 hours.

Professional Stock Photos-the wait a minute, i have one more really important something to tell you

3 Reasons Why Your Nonprofit Won’t Exist In Five Years & What To Do About It

Underwhelming leadership, a reactive approach to technology, and a communications strategy that hasn’t evolved since 1999. This is the sorry state most nonprofits find themselves in. Leadership’s difficult to change, technology changes too much to understand, and marketing teams with a bad case of the “but it’s what we’ve always done!’s” syndrome.

You’re worse off than you thought if you don’t admit to having a problem.

The good news is that there is hope for you. Change isn’t fatal, not adapting is. Below are three thoughts on why I think many nonprofits are becoming obsolete. Agree or disagree, let me know in the comments below.

and make it a better place. it is in your hands to make a difference.

1. It’s never been easier to create a nonprofit.

It’s easier to start a business today, for and not for profit, than it was 20 years ago. The fact that you can start a nonprofit without leaving your couch (over simplification) is bound to increase the amount of entities that are started. The ease of entry to the market has caused an influx of nonprofits starting and subsequently dying before they had the chance to see the light of day all because some other organization with a more pressing issue moved into town. They cannibalize the publics’ wallet share for donations, with more and more organizations asking people for charitable dollars, the more difficult it is for charities to acquire the donations they used to collect with little to no effort.

Solution: Create loyalty. I weird concept for a nonprofit? Not anymore. How do you create loyal contributors? How do you increase repeat donations? How do you set up a referral engine for giving? Every organization is a little different but if you can Answer these questions for your nonprofit and you’re half way there. Keep reading for the other half.

2. There’s a nonprofit overseas needs more help than yours does.

The worldwide need for nonprofits is much more apparent. We communicate worldwide in real time now, problems on the other side of the world are now our problems too. As we learned with “Kony 2012”, within a couple clicks (or Retweets) I can see what some of the most important issues are today. And yes, we’re not always right in our first impression and sometimes we support organizations which later we regret (insert Kony 2012 into this category).

In the future we’re going to be exposed to the horrors of our world overseas and in the furtherest places on Earth from where we currently reside. Geography doesn’t matter. When humans need help on the other side of the world wallets begin opening and all those charity dollars that went to the local chapter of the Lions club all of a sudden left the city, province and country. 

SolutionMake an emotion connection with the problem you’re solving and the intended audience. The only reason donor dollars are going out of country is that there is a major perceived(real or fake) need for aid in other parts of the world. Rarely do local nonprofits make a compelling case as to why you should donate to your local food bank versus feeding children in a third world country. Find peoples heart strings and gently tug on them. First and foremost we Canadians need to ensure the wellbeing of our people so that in the future we can help other areas of the world.

3. We’re all looking for something to believe in and your organization isn’t doing it for me anymore.

As countries develop and generations get older, people look for ways to feel fulfilled, a purpose per se. This is getting increasingly more difficult. But more and more people are looking for alternative ways to get that rush in the bottom of their stomachs. That moment when you realize you’ve actually changed someones’ life for the better. Volunteering for an organization is one way to achieve this feeling.

Our world isn’t about to get less confusing (quite the opposite actually) and “giving back” is still an easy way to get that feeling that you’re putting a dent in the universe. With the decline of traditional spiritual/religious paths, the Y Generation and Millennials need a new outlet to find their own spirituality, a feeling found through serving others. But we’re not loyal to a fault. If your mission is getting stale, if your strategy has never evolved, if you’re behind on technology, you’re giving people a great reason to check out your competition.

Nobody wants to board a ship that’s sailing nowhere.

SolutionDefine (or redefine) your why. The reason your nonprofit exists. Develop the model of how you’re going to scale the impact you’re creating. Remember, a nonprofits ‘brand’ isn’t the logo or the advertising, or the website, the ‘brand’ is what the organization has done. Events ran, program put on, people affected. If you want a forward thinking brand set a BHAG, empower your people, try new initiatives, acquire feedback, and constantly improve upon last quarters results. Simple as that.

It always seems impossible until it's done.

Sources:

Nonprofits Are Growing, What Is It That They Do?

Nonprofit Fundraising Study – Covering Charitable Receipts at U.S. Nonprofit Organizations in 2011

Why Don’t the Best Nonprofits Grow?

Growth in the Non-profit Sector and Competition for Funding

 

you-can-fit-in-or-standout-but-you-cant-do-both

How Long Should A Website Take To Build? A Highschool Website Experiment

Campbell BusinessThe other day, Brandon and I went to a Campbell entrepreneurship class taught by Jordan McFarlen. Mr. McFarlen invited us to talk about how we started Strategy Lab and the entrepreneurial experience. The way Mr. McFarlen teaches the class is he divides them in two groups and they have to start companies which over the semester they will run like an actual company (last years company actually imported iPhone cases from China, pretty awesome). Mr. McFarlen is one in a million and the Campbell Business program is very lucky to have him. The passion and excitement for learning he has is such a bright light in our ever troubled education system.

Instead of talking about ourselves for an hour, we decided to do something different.

In the first 15 minutes we talked about as a company what we believe in, our 10 values, and the story of how Brandon and I met.

Then Brandon went to work.

This first thing Brandon did was made each company decide on a domain name and he bought for them. Then he set each website up on WordPress and give them the login. There’s a lot of technical work that Brandon didn’t do (like 18 hours worth of work he’d do on a regular website) but the students will figure that out, they can learn how to hack WordPress to get it to do what they want.

It was amazing to see the looks on their faces. Something that most people think takes days, weeks or even months, Brandon created in front of their very eyes. It was amazing to witness. A website doesn’t have to take months to create, you can have one in an hour, it won’t look great but you’ll have your very own online publishing platform.

Websites don’t take that long to build. Yes there is a lot of technical and design elements that you should trust a professional on but for the most part people spend an insanely long time on design. Why? Because they’re trying to appease everyone. But when need to build a bridge, you don’t ask a committee or a board, you hire the best dam bridge builder around. Something to think about the next time you want to “re-design” your website.

I’m really excited to see what the students at Campbell will end up doing with the websites. The last thing we said on our way out was, experiment, try new things, and try to break the website. Get Creative.

Hopefully they teach us an entirely different way that websites should look and feel.

Professional Stock Photos-the we can make a mobile and a desktop website

My Birthday Wish For You….

…is to inspire someone to do better. To achieve more. To aim higher. We love to undercut ourselves, underestimate our abilities, and set underwhelming goals. Stop it. It’s not fair to yourself.

It’s not hard to inspire someone. All it takes is any random act of kindness.

Buy the first round.
Send a text to someone you haven’t talked to in a while.
Give someone a bag full of candy. (Who doesn’t like candy?)
Give a stranger $5 and tell them the bill fell out of their pocket.
Hold the door open for someone.
Do more than is requested.
Tell someone you love them.
Tell that person who smiles too much how beautiful it looks on them.
Give someone a chocolate bar for no reason at all.
Buy breakfast.
Leave your waitress/waiter a $20 bill and write on it “pass on the love”.
Tell an elderly lady her hair looks gorgeous.
Pay for someones’ coffee in line behind you.
Leave $20 in the bathroom and wait till the next person goes in, which for their smile when they come out.
Fill someones’ parking meter.
Actually give something to the guy who plays guitar at the liquor store.
Make cookies for your significant other.
Say yes the next time someone asks a favor of you.
Buy someone at your office a coffee, someone who you’d never buy coffee for.

Etc.

Get creative, the more you try and help others the more you’ll end up helping yourself. Trust me.

Psst, now pass it along…

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