A client who worked at a Fortune 500 company reached out to me with an intriguing dilemma. A few years before she and I met, the company had embraced a well-known sales methodology and had seen remarkable success using it to acquire new clients. But there was a catch: the same approach didn’t work as […]
Identity is the greatest influencer Read More »
There’s a lot of talk these days about storytelling being, well, the answer to pretty much everything when it comes to building messages that build buy-in. And that’s true. Stories are critically important. I’ve said it before, every decision has a story behind it. Every action we take ends an internal argument in our head
From Understanding to Agreement Read More »
Think for a moment about how you see the world. Would you be more likely to describe it as a beautiful place with treasure around every corner? Or as an ugly and boring place where exploration is unlikely to result in much of anything? These aren’t random worldviews. They’re examples drawn from the 26 deep-seated
Principles Set Patterns Read More »
You know, something really bothers me about most marketing and sales funnels. They’re skipping a massively important step. And that is the step of understanding. No matter what kind of funnel you’re looking at, whether it’s three stages or four stages or five stages, each stage of those funnels—awareness, interest, decision, action, retention, loyalty—represents someone being
The Critical Piece Missing From Your Marketing Funnel Read More »
Picture this: it’s time for a household upgrade—perhaps your dishes and flatware need replacing. You’re aiming to keep costs down while ensuring durability. With a modest budget of $200 in hand, you head to the sprawling aisles of IKEA. Amidst the labyrinth of options, you spy a charming Fnork flower vase, ideal for your kitchen.
Every decision has a story Read More »
Hello, you! If you’ve ever been a child, you know the feeling: Someone tells you, “do this!” And your first reaction is “no!” You never grew out of that feeling. It’s a phenomenon that psychologists refer to as reactance. And it is one of the most dangerous obstacles you face when you’re communicating change. It
How to Navigate Reactance and Gain Buy-In Read More »
In 1847, Dr. Ignaz Semmelweis faced a grim puzzle. There were two maternity wards at the Viennese hospital where he worked, but each had a drastically different maternal mortality rate. In the ward run by the doctors, one of every five women died, while in the ward run by midwives, it was only one of
Change Isn’t Just an Action, It’s a Reaction Read More »
John Gall was an author, a pediatrician, and he was particularly interested in what makes complex systems work. And what he realized through his research was that all complex systems that work are based on simple systems that work. And thus, Gall’s Law was born. It’s because of this law that it’s possible for even
It’s Gall’s Law, Y’all! Read More »
When you’ve got an approach, initiative, or offering you know will bring much-needed change, you also know you can’t do it alone. You need people to become invested emotionally and intellectually so they’ll invest the time, energy, and money to bring about the impact you imagine.
Your Building Blocks of Buy-In Read More »
