Tim O'Keefe

"It's the incentives, stupid." As a CMO of a large professional services firm, my whole team was dedicated to making sure every dollar in our seven-figure marketing budget was driving customer behavior. Consider: most firms spend more than 10X more on their people… “Shouldn’t we make sure our compensation budget is driving behaviors, at least as effectively as our marketing one?” From that question, the idea for Gaming Change took shape: To give founders, C-Suiters and HR new tools to ensure they’re aligning their employees’ interests with the organization’s. Because until those interests are aligned – spoiler: they usually aren’t – little else that you do or say will drive behaviors. I learned the hard way: the most compelling trainings, internal communications, or marketing su...