Priming

The thing you have invented - it has to be better than the alternatives, it has to be different, it has to work so well that it turns one customer into two, then four, eight and so on.

But it also has to be packaged in a way that people recognize. That helps them overcome the fear of switching, the cost of making the wrong choice.

Because believing you are better isn’t enough. You also need to communicate why you are better in a way your customers are primed to hear.

Here's something we can agree on

If you’re having trouble convincing someone of the best way forward, perhaps you are going about it the hard way.

Humans all have the same needs - safety, shelter, food and water, belonging, love and connection, to be respected by others, to feel fulfilled. There’s a reason Abraham Maslow’s hierarchy of needs has endured for decades.

Yet we all have different ways of getting our needs met. Our beliefs determine our actions and getting others to agree with our beliefs is hard. But what if instead, you find the need you share? What if agreeing on the outcome is all it takes?

Taj James, found and Executive Director of the Movement Strategy Centre talks about how much time we spend wanting people to believe what we believe as opposed to working towards the same outcomes. Say for example, you want to establish a new community garden in your neighbourhood because of your belief that eating home grown produce is healthier than eating conventionally farmed produce. Your neighbour also wants to see a new community garden in her neighbourhood because she believes kids can benefit from learning how to garden. You don’t have to share the same beliefs but you both want the same outcome.

We are always going to have different needs to our clients. We need to work within our process. Our process might be too arduous or take too long for our clients. An emergency to our client is a just another step towards their goal to us. Your process might be evolving while some of your clients will want to work with you the way they always have.

Your job is not to convince them that your way is the best way. It’s to find the outcome you both agree on and work back from there.