Brett Kavangaugh

The Surprising Effectiveness of Gentle Public Shaming

Where would you put your money?

Leave it to the staff of one of my favorite lunch places to come up with a brilliant example of the persuasive communication.

What do I love about it?

It’s absolutely of the moment. It exploits identity to motivate us to action (We all want to express how we feel about Brett Kavanaugh because it says something about who we are). By seeding the tip jars the restaurant itself subtly expresses a point of view. It gamifies what is otherwise an obligation. It’s physical, and it has an implicit but clear call to action.

And what could be more American than monetizing political expression?

Shamed a bit by the tip jar, I pulled out my (electronic) wallet without a second thought and made a point of mentioning to the staff that I was putting my digital tip into the Matt Damon jar.

Bravo, guys. I’ll be back for lunch again tomorrow.