Everyone in the room
is saying the same thing.
This is how you don't. Borrow behaviour from an industry your client's audience already trusts, and the idea lands as new enough to notice and familiar enough to approve. It put a dermatology clinic in Times Square and took it to the United Nations.
- Backed by the United Nations
- Forbes, NowThis & National Geographic
- 4,000% increase in SPF sales
Read one before you believe it.
Each teardown takes an industry, borrows behaviour from somewhere its customers already spend money, and pushes it far enough to see whether it holds. Some shipped. Some are waiting for someone to build them.
A dermatology clinic behaving like Dove
Where Dove has the Self Esteem Project, NYDG has ColorFull. Not a campaign with a cause attached — a twelve-month platform a clinic could own.
Read the whole thingWhat happened
A 4,000% increase in sales of NYDG's SPF cream on the previous year, with 100% of profits going to the cause. Coverage in Forbes, NowThis and National Geographic. A twelve-month global initiative backed by the United Nations, and partnerships with Oxford University, Sesame Workshop, the Council for Global Affairs, Marlborough School for Girls and NOAH.
Restaurant → Art gallery
A restaurant behaving like an art gallery
Dishes arrive, get eaten, and vanish. Galleries treat the same act of making as something with provenance, scarcity and a name attached.
ReadLaundry detergent → Salon haircare
A laundry detergent behaving like salon haircare
Detergent sells on chemistry and price. Haircare sells on ritual, fragrance and the idea that the good stuff is worth paying for.
ReadGym → Music festival
A gym behaving like a music festival
Gyms sell access to equipment and then wonder why January's members are gone by March. Festivals sell an event people plan their year around.
ReadSame audience, different behaviour.
Copying your own category makes you invisible. Inventing something alien makes you risky. Borrowing behaviour from a category your client’s audience already trusts is the only move that does both jobs at once.
Same audience, different behaviour
The whole method in one line. Borrow from where your client's customers already spend money, and the risk that normally kills a bold idea drops away.
For the pitch you have to win
Not a creativity exercise and not an away day. Run it against the live opportunity with a deadline attached and a competitor in the next room.
Proven, not theorised
The same eleven steps produced ColorFull: Times Square, a UN partnership, and a 4,000% sales increase on the same product.
One page, one sitting
The worksheet turns the method into eight blanks you fill in. No facilitator, no workshop, no licence.
The Swap Sheet
One page. Eight questions. Fill it in against any business and you’ll have something to say that nobody else is saying.
The first two steps, free.
Read them, use them, decide afterwards. The method is 11 steps and the hard part is choosing which industry to borrow from — which is where this preview stops.
Who do they want to attract?
Not who they currently serve. Who they wish they served. Choose an audience that is valuable to the business, credible for the brand to reach, and different enough from the current base that going after it counts as a decision.
Which single audience would change this business if they won it?
Where do those people already spend their money?
Do not guess and do not describe them in demographics. Follow the actual spending. Entertainment, fitness, food, travel, clothing, whatever it is. You are looking for categories that already have their attention and their card details.
List every category this audience already pays for without hesitating.
- 03Find the overlap
- 04Find the brands they already love
- 05Study how they behave
- 06Bring it back
- 07Write the swap
- 08Stress test it
- 09Build the world
- 10Decide whether it is worth building
- 11Make it feel real
Plus the 8-blank worksheet and 3 outreach templates for actually sending it.
Two ways in
Learn to run it yourself, or hand me the opportunity you cannot afford to lose.
The Kit
Start hereThe full method, the swipe file, and the worksheet. Everything you need to run X Behaving Like Y against a live opportunity on your own.
£39
- The eleven-step method, written out in full
- The swipe file of worked teardowns
- The one-page worksheet
- The outreach templates
- Yours forever, no subscription
The Pitch Sprint
Done for youYou are pitching for something that matters and you cannot afford to sound like the other four people in the process. Two weeks, fixed scope, one live opportunity.
From £8,000
- A behavioural angle nobody else in the process will bring
- The strategic spine of your pitch, built end to end
- A presentation section designed to be the thing they remember
- The evidence that makes a bold idea feel safe to approve