Ben Wise breaks down why agencies tell brands to "be ambitious." It's not really about ambition, he says, it's a trick: if you adopt the identity of an ambitious brand, the behaviors follow. The pitch shifts you from doing something specific to becoming someone.
Here's another one from an agency. It says, "We are made for ambitious brands. Learn why the world's top companies—" I don't care what company you are for. Don't you want to be an ambitious brand? "No, I'm a passive brand," said nobody. "Don't you want to be among the world's top companies?" So yes, they're asking you to take a specific action, but what they're trying to do is they're changing the conversation. It is no longer about the action or behavior. It is about your self-identity. And if you view yourself in a certain way, then of course those actions and behaviors will follow.
The Franklin Effect: Turn Your Biggest Critic Into Your Strongest Supporter (Psychology Explained)
