From the course: Crafting Questions to Make Better Decisions
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What if you did the reverse?
From the course: Crafting Questions to Make Better Decisions
What if you did the reverse?
- In 2011, the clothing company, Patagonia, ran an unusual advertising campaign. Executives at the company asked themselves, instead of telling people to buy from us, what if we told them not to buy from us? The results was a full page ad in the New York Times that ran on Black Friday. And that's the Friday after Thanksgiving in the United States when Americans flock the stores to take advantage of deep discounts for the holiday shopping season. The ad featured a Patagonia Jacket with the headline, "Don't buy this jacket." With this ad, Patagonia became the only retailer asking people to buy less on Black Friday. And the ad worked partly because it supported Patagonia's mission of reducing consumerism and lowering environmental impact. But the contrarian ad also generated publicity and helped Patagonia stand out in a crowded marketplace. It attracted customers who share the same mindset. The Patagonia ad exemplifies the…
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