Founder and CEO – Worldview Thinking
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John Marshall Roberts is a behavioral scientist with a focus on creativity and behavior change. An acclaimed communication expert and outspoken advocate for sustainable business, John is founder of Worldview Thinking, a strategic consultancy with a single focus: to help forward-thinking organizations drive change through radical, scientifically-grounded human insight.

As first articulated in his breakthrough 2008 book “Igniting Inspiration: A Persuasion Manual for Visionaries”, John’s Worldview Thinking™ framework has now been successfully used by hundreds of leaders and organizations worldwide. To make the framework easily accessible for decision makers, in 2010 John developed the Roberts Worldview Assessment (RWA) –a breakthrough psychometric index that measures what really matters for winning hearts and minds among even the most die-hard skeptics.

A dynamic and popular speaker within the sustainable business community, John has been invited to share his research by variety of leading global for profit, non-profit and governmental organizations including the US White House, Unilever, 3M, Sprint, Distributed Energy Financial Group, American Association of Advertising Agencies, IAG Insurance, Steelcase, Time Warner, Presidio, UCLA, TEDx, Johnson and Johnson, Best Western Hotels, General Mills, Royal Plunket Society, Minimonos, and the New Zealand Department of Conservation.

To the chagrin of academic colleagues, John spent his early career in New York and Los Angeles, escaping his behavioral science background in pursuit of his dual passions as a writer and professional musician. As fate would have it, John’s scientific training eventually caught up with him, colliding with his unique talent for passionate self-expression through the discovery and articulation of the Worldview Thinking™ framework.

Articles by John Marshall

Changing the World Will Always Suck Eggs

John Marshall RobertsWhat if Thomas Edison had waited for sufficient proof of concept before inventing the light bulb?

What if Henry Ford had first run a focus group to determine the market viability of the Model T and then decided instead to create a faster horse?

What if Einstein had followed his parents advice and decided to fully commit himself to his  career as a patent clerk because he couldn’t get a university appointment?

What if Martin Luther King chose to play it safe and wait until civil rights laws were passed before sharing his dream of racial equality?

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Great Innovation is ALWAYS Intrinsic

I just read an interesting Harvard Business Review blog that asks “Can a Big Company Innovate Like a Start-Up?”  It raises some critical business questions for these tumultuous times in which change is the only constant, and the ability to innovate has become a basic survival skill.

However, as innovation becomes the new ascendant ‘Holy Grail’ of capitalism, I’m troubled by one glaring psychological fact that is quite often (unconsciously) overlooked by aspiring innovation gurus:

Great innovation is always intrinsic.

That’s right.  Always.  Truly innovative thinkers never innovate in order to get financial rewards. In fact, truly innovative thinkers do not innovate ‘in order to’ get anything…They innovate because they have a deep abiding curiosity and a dangerous habit of asking “What if..” about everything they see. Radical innovators are in love with uncertainty and addicted to adventure.

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Communicating with sustainability cynics just got a whole lot easier – “We’ve cracked the Code”

Shelton Group researchers and a noted behavioral scientist have collaborated to “crack the code” on the green marketing conundrum: How do you overcome cynicism and skepticism to persuade consumers to buy sustainable products?

Working with scientist and author John Marshall Roberts, Shelton Group researchers Lee Ann Head, vice president of research, and Karen Barnes, vice president of insight, have created a sophisticated new system to communicate with consumers to spark real, lasting behavior change.

“This truly is a major breakthrough for reaching consumers who are skeptical or cynical about green products,” said Suzanne Shelton, founder and CEO of Shelton Group. “It’s akin to discovering a secret decoder ring for persuading even the most diehard cynics to go green.”

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3 Species of Environmental Cynicism

Have you ever been frustrated by the cynicism and apathy that you encounter when trying to convey our environmental challenges to a non-believer?   If you answered yes, then keep reading.

I’ve discovered three major species of environmental cynicism infecting target audiences for virtually all of my sustainability-oriented clients. These ’species’ are actually three highly popular mental strategies that everyday ordinary folks use to avoid taking environmental action.  As we cover these below, revisit your own experience and see if they don’t ring true.

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  • TSSS EVENT: Sport and Sustainability: A Focus on the 2015 Toronto Pan Am Games (FREE Livestream)

    Pam AM TorontoJoin TSSS on April 1st as our panel explores the power of sport to reach people and communities like nothing else can. Topics to be discussed include: Community Engagement, Sustainable Purchasing, Importance of a Clear Vision, Diversity and Inclusion, Branding and Leaving a Legacy. Learn more
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