“As the sociologist Brooke Harrington puts it, if there was an E = mc2 of social science, it would be SD > PD, ‘social death is more frightening than physical death.’ This is why we feel deeply threatened when a new idea challenges the ones that have become part of our identity.”
- David McRaney, How Minds Change
Pretty strong words, right?
And worth remembering when you are asking someone to do something, because it’s often those not in the room that have a large bearing on whether you’ll succeed.
It’s the colleagues, bosses and spouses that your customer will have in mind.
They’ll be wondering two things:
-
How do I convince them that this is a good idea?
-
How do I save face if it all goes wrong?
🌟 If you found this interesting, let me know! Buy me a virtual coffee ☕ or forward this email ↗️ to someone who also might like it. Your occasional support means I can keep sharing ideas about behavioural science for free.
🧠 Learn the science of Influencing Action
📈 Be shown exactly what to do to get better results for your small business
Hey, are we connected yet?
