Persuasion: Convincing Others When Facts Don't Seem to Matter

To summarize, for a story to be effective, it must be four things: Interesting to your audience. Connected to the core emotions we discussed in chapter 3. Relatable. Scalable, meaning it must be reflective of a bigger point you are trying to make.

It takes thought. It takes reflection. It takes getting specific. Because if you can’t be specific, you’re likely not going to know what you need to do, your team won’t know where you’re going, and you won’t know success when you see it. Without specifics, you are likely to fail.

First, you must be specific.

ensure you get the most out of these discussions. Be self-aware.

According to the 2018 Cone/Porter Novelli Purpose Study, 78 percent of Americans will buy a brand for the first time based solely on the brand’s position on a controversial topic. Half of people make purchases based on companies’ beliefs or values. Fifty-one percent will be more loyal buyers of a brand that speaks up compared with those that remain

Be specific. Visualize

In order to be perceived as authentic, they needed to meet the customer where the customer was, not try to deny their perception.

pillars that take the audience’s needs, current beliefs, and obstacles to hearing their message into account.

A master narrative is your singularly focused message that defines and differentiates you. It is a focused idea that lives in all communication about you. It takes different forms and words, but its spirit is always connected. Once you have found it, it becomes your true north, the criterion against which everything else aligns.