In this example from T-mobile, the company has reframed Tuesdays as “T-Mobile Tuesdays.” Every Tuesday, the company gives its customers rewards through its loyalty app. But T-Mobile needs customers to go into their app to get these rewards, so they’ve created a weekly fresh start and ritual around Tuesdays.
Now the customer thinks, “It’s Tuesday, which means T-Mobile Tuesdays, which means I need to check in the app and see what rewards are available.”
More examples of the Fresh Start Effect
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