Cognitive Dissonance
The gap between what we know and what we do.
Festinger: a state where behavior contradicts belief. We resolve it by changing behavior or rewriting belief.
Campaigns in sensitive categories (health, finance, sustainability).
Reduce friction and rationalization cost — don't attack belief head-on.
Related frameworks
Agencies execute. Consultants advise. And then everyone wonders why the two never add up.
Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.
We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.
Share it, use it, build on it. The Clues team.