Johnnie Moore: Changing behaviour.
Freddie goes on to talk about co-creation, which seems a rather more organic and exciting idea than one that tends to see our fellow human beings as objects.
One reason why brands often miss the mark is that they are so concerned with influencing (manipulating?) customers that they stop paying attention to what customers are doing and what they want. That way they stop learning. Somehow the idea of being surprised by, and learning from customers, seems to get squashed somewhere.