Motivating Customer Behavior: It's Almost Like Using “The Force”

Entrepreneurial Roundtable

November 21, 2011: 6:30 PM - 8:45 PM

Everyone we interact with is some form of "customer." How well we motivate others will largely determine how successful we are. Join business guru Bill Burnett for an evening of hands-on practice at motivating behavior - specifically getting customers to buy. Bill will do this by critiquing how others have tried to motivate customers. You will never look at commercials the same way again.


Northern Illinois University - Naperville Campus
First Floor Atrium and Auditorium
1120 East Diehl Road
Naperville, Illinois

Driving Directions:

Exit I-88 at Naperville Road exit.  At end of ramp, turn south (left if coming from the East) and go to "T" at Diehl Road.  Turn right onto Diehl Road.  Go 2-3 blocks.   NIU-Naperville facility will be on your left, across from the Hampton Inn.  Turn left onto driveway at end of NIU facility and go to parking in rear.  Enter center door.

Event Details

"These aren't the droids you were expecting."

You are going to have some fun hands-on learning as a group to get better at motivating behavior - specifically, to get customers to buy. You will be introduced to two practical tools (three tools if we have time) that will make you more effective in creating a mental dialogue that motivates the desired behavior. In the process you will get good at pinpointing the motivator and dialing in the triggers that fire that motivator.

We will do this by looking at, analyzing, critiquing (we love to critique), and improving upon other people's attempts at motivating customers (commercials and advertisements). You will never look at commercials the same way again. Nor will you craft lame messages to your customers going forward.

Bill Burnett is a partner at Tailwind Discovery Group where they are good at making problem solving fun and highly effective. Motivating customer behavior is just another problem looking for a good solution. Bill has a global background having worked with local businesses in 65+ countries. His functional experience is equally broad, which is very useful if you're trying to be a great problem solver. Lately he and his partner Dan Wallace have been having fun and success helping entrepreneurial CEOs get more of what they want out of their business by implementing the Entrepreneurial Operating System.


Fee: $25.00 for general public; $20.00 for alumni/students/faculty of Chicago Booth

SAVE: $5.00 discount if register by November 16th.


Register Online

Register early (before November 16th) to save $5.00.

Deadline: 11/21/2011


Bill Wentz, '88 
Roundtable Chair