U.S. Department of Defense


"It was exceeded our hopes. You really helped us see how to get soldiers and their officers behind vaccinations."

I ran a daylong persuasion workshop for the top administrators of MILVAX, the Pentagon agency responsible for overseeing vaccinations for American military service personnel and their families around the world. The agency had a problem: because of erroneous claims spread online and on television, some soldiers and families were resisting vaccination. Could I help them come up with language that would convince them?

Instead of language, I worked with the agency on a trope I call the Halo--a microimage that attaches to an audience or market's deepest self-identity. You can read a bit about it in the Bloomberg Businessweek profile.