A ritual is defined as a “series of actions that transform from one emotional state to another.” A ritual is different from both a habit and a routine (which do not change the emotional state of the person)
Researchers identified 5 main rituals for almost any person during the day
- Preparing for battle - what we do in the morning before going to work, including cleaning, fueling with food, getting intel (reading papers), etc.
- Sexing up - preparing for a date
- Social gathering - typically lunch or dinner together. Each person brings something to the table, such as food, or conversation or news.
- Returning to Camp - coming home after work, slipping to something more comfortable, relaxing
- Locking down - closing the house, putting the alarm on, covering the kids.
The interesting thing is that if you have a consumer product which fits into a ritual, it has a better chance to work. If it conflicts with a ritual, it stands a very little chance.
Example: When the provider of Aspirin found out that during closing down, people tend to take a glass of water near the bed it was easy to build a campaign of taking the pill with it. It was much more effective than convincing people to take it in the morning.
One of my business mistakes about my latest product, was to try and convince parents to invest time and writing a story with their kid after going back home. Naturally it conflicts with their need of returning to camp. However, we twisted our message and our product to fit this ritual. Now are tell parents how to have fun with their kid while they are literally investing almost zero time, the kid is off their neck, and they get quality time - This fits the ritual much better.
Think about it,
Amir
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