Forestry
Mission
The Timber Association of California contacted me.
They were attacked by activists who did not want them to cut down trees. They were concerned by an initiative that was going to limit their business.
Code
DIscovery
A tree is a living being; it is alive.
Baby trees are kept in nurseries, and old trees are like grandparents (with tree huggers living attached or on top of them to prevent them from being cut down).
So
What ?
- Timber was the wrong word. Timber means killer. “TIMMMMBEEER!” Timber is what people yell to warn others when they “kill” a tree and it is falling.
- This word is so strong that the Unabomber killed the president of this association. “Killers get killed.”
- Clear-cutting was also wrong and had to be replaced by forest management (The code for clear-cutting trees is: Holocaust).
- Show nurseries managed by women.
- Highlight forests that they planted and the new generation of trees growing.
- Host exhibits showcasing everything created with wood (houses, furniture, paper, books, insulation, log cabins, decorative items, wood panels, boats, etc.)
- People love wood but don’t like “Killing” trees.
- We changed all communication, leaflets, and brochures.
- They had to stop inviting journalists to witness their efficiency in cutting down trees and exposing a pile of “dead bodies.”
- They also had to cease visits to their mills.
- No more piles of dead bodies.
- No more “lumberjacks” with chainsaws, but women in nurseries helping baby trees grow.
- No longer in the TIMBER business, but FORESTRY GROWTH and management to provide wood people love and want.
The
Results
They changed their name and became the “Californian Forestry Association”.
They never used the word timber again and transformed the practice of clear-cutting.
The initiative against them was defeated.
SOME WORDS
FROM OUR CLIENTS
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"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
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"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
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