Visionaries succeed through consistent and confident communication that garners others’ trust. Many times, vision is actually persuasion. The structure of our brain may explain this: - System 1 - is involuntary and thinks in black and white and handles simple things - Will either believe something with great conviction or not - System 2 - is deliberate, sees many shades of gray, and deals in logic - Is skeptical because it needs evidence to believe in something Persuading someone requires you to speak to System 1.
These five cognitive biases will make it easier to speak to System I: - Availability: Ideas that are coherent with current trends and patterns seem more true. - Seeing something frequently makes it a trend, making you more likely to believe it. - Forge familiarity with your product and brand to enhance persuasion. - Anchoring: First impressions count and form powerful standards that are less susceptible to change. - Representation: People remember experiences with imagery. - Marketers should build a message that repeatedly reinforces their main argument. - Coherence: People like consistency. - Halo effect: If you like one thing about something, you’ll like other things about it too. Vice versa. - Confirmation bias: People are eager to interpret new information in accordance with their beliefs. - Framing: Every message you spread will be going through comparative lenses. - Tell your audience which comparisons to make. - Speak Directly to System I: - Keep messaging sample - Make your solution vividly easy to visualize - Ruin surprises on purpose - Make it easy to agree - Set their reference point - Control how you’re compared - Coax — don’t yank — people to your viewpoint
- Where would my pitch trip up a child? - What’s the one thing I want my audience to remember? Is it also the most prominent thing in my argument, message, or pitch? - What words can I cut from my pitch? - Is my preferred outcome the default? - Is there anything I can do to boost people’s familiarity with my ideas beforehand?