Megan Oliver · Strategic Frameworks
Two frameworks for diagnosing why behavior isn't happening — and designing strategy around the moment people actually decide.
Most marketing is built around who someone is. C.O.R.E is built around what someone is standing in front of when they decide — and how to design around that moment. The framework shifts strategy from audience profiles to decision environments.
When behavior isn't happening, the default response is to fix the message. B.E.A.M diagnoses what's actually blocking action — and identifies the intervention that matches what the person is experiencing at the moment they have to decide.
Most strategy tools are built around who the audience is. These frameworks are built around what happens when they have to decide. That's a different question — and it produces different answers.
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