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Every good salesperson knows the 7-step process in which you identify and qualify a prospect to understand their needs, then present your offer, overcome objections, close the sale and follow up. Its proven so consistently effective that its concepts have been the standard for training salespeople for decades. Many business leaders come up through sales and marketing, so it shouldnt be surprising that they try to use similar persuasion techniques for large-scale change. They work to understand the needs of their target market, craft a powerful message, overcome any objections and then follow-through on execution. Unfortunately, thats a terrible strategy. The truth is that the urge to persuade is often a red flag. It means you either have the wrong people or the wrong idea. Effective change strategy focuses on collective dynamics. Rather than trying to shape opinions, youre much better off empowering people who are already enthusiastic about the idea and working to shape networks. The power of persuasion Experts have a lot of ideas about persuasion. Some suggest leveraging social proof, to show that people have adopted the idea and had a positive experience. Others emphasize the importance of building trust and using emotional rather than analytical arguments. Still others insist on creating a unified value proposition. For 35 years, psychologist Robert Cialdini researched which types of communication were effective and which were not. He found that influence is based on six key principles: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. More recently, Wharton Professor Jonah Berger has used data analysis to come up with his SPEACC framework. In recent years, a number of conversation-based practices, such as Deep Canvassing, Street Epistemology, and the Change Conversation Pyramid, have emerged that focus on a method called technique rebuttal. These focus on listening empathetically to build rapport and identifying common ground, then encouraging the target to engage in metacognition to examine how they arrived at their own conclusions. These all are, for the most part, worthwhile and can be effective. However, its also important to remember that the first two steps in the sales process are identifying and qualifying prospects so that when you are presenting your offer, it is to people who are eager, or at least open, to what youre trying to sell. Nobody would recommend wasting time and effort on trying to sell to those who have no interest in buying. Yet with large-scale change, thats not an option. Your environment will include the entire spectrum, from active supporters to active resistors. That means that for a significant portion of people, persuasive techniques will not be effective. The limits of communication We like to think that our minds work like computers, taking in evidence through our five senses and then processing that information in our brains to arrive at conclusions. Persuasion techniques tend to focus on glitches in that machinery in the form of cognitive biases, in order to get us to see things in another light. Yet we are wired to be social creatures. As we engage in collective action with others, we form group identities and seek to build status amongst our own tribe. Part of achieving the status we desire is showing loyalty and adherence to collective principles, so we take steps to signal to others that we remain loyal members in good standing and expect the same of them. Thats why we are greatly shaped by the people around us. Decades of studies indicate that we tend to conform to the opinions and behaviors of those around us and this effect extends out to three degrees of relationships. So not only do our friends friends influence us deeply, but their friends toopeople that we dont even knowaffect what we think. Thats why communication strategies will always be limited. We can carefully craft messages to align with the influence techniques of Cialdini and Berger, listen with empathy and employ the methods of technique rebuttal to successfully persuade someone to come to our way of thinking. But when they go back and get embedded in their social networks once again, theyre very likely to return to their earlier way of thinking. To wit, when David McRaney, while researching his book How Minds Change, sought out people who left cults or turned their backs on conspiracy theories he found that, invariably, the change in their opinion was preceded by a significant change in their social networks. Why incentives backfire Another common persuasion tactic is the use of incentives, based on the belief that changing incentives will automatically change behaviors. However, incentives frequently fall short and can even backfire dramatically. Sometimes this is due to the same identity and dignity issue that make people resistant to influence techniques, but also because people often act in unpredictable ways that arent immediately obvious. Consider what happened in an experiment where daycare centers imposed fines for parents who were late picking up their children. Instead of cutting down on late pickups, they increased. As it turned out, parents saw the fine as a fee for convenience which they were happy to pay. There is also significant evidence that extrinsic incentives crowd out intrinsic and reputational motivations. For example, in an experiment in which subjects were asked to solve a puzzle, those who were paid a flat fee were much more likely to continue to work during free time than those who were paid for each puzzle solved. Yet there is one kind of incentive that does seem to work consistently and it taps into the same forces of group identity that make people resistant to other forms of influence. Its called prosocial behavior. We are more likely to perform when we understand and identify with who our work benefits than when they are given financial incentives or fed some slogan. In a study by Adam Grant, the performance of call center employees more than doubled when they had regular conversations with people who benefited from their work. Lisa Earle McLeod and Elizabeth Lotardo report in an article in Harvard Business Review that similar results have been found in studies of lifeguards, hospital workers, and sales teams. Going to where the energy is Transformation efforts often center on communication, aiming to build awareness, desire, and knowledge about change, while building a sense of urgency and excitement. So leaders craft persuasive messages and broadcast them widely. Yet, after months of happy talk, they often find their efforts not only fell on deaf ears but also provoked deep, intense resistance. The truth is that change isnt about persuasion, but collective dynamics. Decades of research has shown that change spreads through peer networks rather than communication campaigns. Or, as network science pioneer Duncan Watts once put it to me, ideas propagate through easily influenced people influencing other easily influenced people. Thats why you need to be wary about the urge to persuade. You want to go where the energy already is, not try and create and maintain it yourself. Find people who are already enthusiastic, empower them to succeed and they can bring in others, who can bring in others still. As Watts research has found, even a small initial shift can cascade into massive transformation. The evidence is clear: You dont need to win over everyone at once. If you find yourself spending most of your energy trying to convince the skeptical or overpowering resistance, you are either focusing on the wrong people or you have the wrong idea. Instead of trying to push through, you need to regroup, reassess and identify where your efforts can be better placed.
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E-Commerce
More children are cashing in their Make-A-Wish requests to meet their favorite content creators, with creator wishes more than doubling in the past decade. Make-A-Wish Foundation has been granting life-changing wishes for children with a critical illness since 1980. Now, alongside A-Listers and sports stars, YouTubers and TikTokers are also flooding requests, Axios reported. Requests to meet content creators make up 32% of the wishes granted within the entertainment industry, per Axios, the second largest source of requests behind the music industry. Several of the creators say they’ve been granting wishes for years and more than 50 creators and influencers became first-time wish-granters in the last year to keep up with demand. As parents and children realize meeting their favorite streamer, TikToker, or YouTuber is an option, its becoming more and more common. In October, Make-A-Wish, Disney, and MrBeast hosted YouTube and some of the worlds top creators, at Disneyland Resort to grant wishes for 40 children. This shift is unsurprising given the growing influence of content creators. It used to be that if you asked a classroom of kids what they want to be when they grow up, youd get answers like pop star and football player. A 2024 survey of 910 U.S. Gen Alpha kids (ages 12 to 15) by social commerce platform Whop found that nearly a third want to be YouTubers, while one in five aspire to become TikTok creators. Given the chance, they also want to meet their heroes. “Digital creators have built strong, loyal communities based on authenticity and common interests, Jared Perry, chief revenue officer at Make-A-Wish America previously shared in a statement. When this connection is used to rally behind a cause like Make-A-Wish, it can generate significant donations and lead to long-term relationships with an entirely new audience.” Content creators also leverage their own platforms to engage followers in charitable causes. MrBeast, for example, is well-known for his philanthropy through his 501(c)(3) non-profit organization, Beast Philanthropy. Through his Beast Philanthropy channel, he has, in just the past year, given away $1 million of toys, donated $1 million worth of brandnew teeth, and funded a gym for adaptive athletes. The organization donates 100% of the revenue from its content and merchandise. Make-A-Wish relies on fundraisers, donors, and partners to make sick childrens wishes come true. “By becoming ambassadors of Make-A-Wish, and featuring our mission regularly in their content, creators can inspire sustained support and make a meaningful difference,” Perry continued.
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E-Commerce
As a parent, shopping for holiday gifts for your kids can be a dilemma. Of course you want to surprise the little ones with exciting presents, but you also know that most flashy toys wont hold their attention for very long. Theyll likely lose interest in them within a few days and youll be stuck with plastic toy cluttering up their rooms, destined for the donation bin. In addition to being a waste of money, its terrible for the planet. What if you could surprise them with something thats both beautiful and practical? Heres some ideas for gifts that theyll be able to use for years. [Photo: State] A purse of their own State, $60 At some point, your child will need their own bag to carry a little bit of pocket money or a snack. But if you get them a purse or tote, theyre likely to leave it behind somewhere. The solution: a cute bag you can strap onto them. States fanny pack is thoughtfully sized for a childs body and comes in great designs like rainbow sequins. It is cleverly designed to go over their shoulder, so it is always in front of them. [Photo: Minted] New art for their room Minted, prices vary Why not upgrade your childs room with a piece of art they love? Minted offers a wide range of designs that are child-friendly, but wont make you cringe. You could have fun picking a design together. You can order it as a framed poster print, or a canvas. Its something that theyll always associate with their childhood bedroom. [Photo: Original Duckhead] A colorful, artistic umbrella Original Duckhead x Meri Meri Umbrella, $36 Kids love playing in the rain, and they love having their very own umbrella. Original Duckhead, a brand known for its durability and quality, has made a collection of kids umbrellas with the brand Meri Meri. The designs are fun, colorful, but also tasteful. Pick from cherries and smiley faces, dinosaurs, or rainbows. Theyll be perfect to stash in a backpack for a rainy walk back from school. [Photo: Away] A suitcase for all their adventures Away, $250 If you have upcoming travel, why not get them a suitcase theyll love. This one from Away is designed from the same durable materials as the adult bags, but theyre perfectly sized for the under 7 set. Your kid will love packing it and wheeling it through the airport themselves. For the holidays, it comes with a Paw Patrols design in pink and blue. [Photo: Petite Plume] Pajamas fit for a prince or princess Petite Plume, $60 Holiday pajamas have become a trend, but who wants to wear Santa jammies in January? Petite Plume offers gorgeous, high quality nightgowns and pajamas that are so soft and beautiful, your kid will be excited to see them under the tree. (Some of the nightgowns are pretty enoughthat your child might want to wear them to school.) They come in classic designs, like toile and stripes, that can be worn all year around. [Photo: Baublebar] A blanket for sleepovers and picnics Baublebar, $78 While you may not think your child will get excited about a blanket, wait till they see these. Theyre designed in child friendly patterns and colors, and you can customize it with their name. Its the perfect thing for them to bring to sleepovers or the park, or just to decorate their room.
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E-Commerce
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