Most audience members are comfortable with the view from their own perspective and don’t like to admit there might be another valid perspective and don’t like to admit there might be another valid perspective out there. When you propose your idea, it forces them to make a decision either to adopt your idea or live with the consequence of refusing to adopt your idea.

To ensure your idea is adopted, it’s important to have a plan- a definitive destination. Determining the destination involves creating a big idea (with the stakes articulated). You also need to plan out the audience journey of where you want them to move from and where you want them to move to.

They will possibly (okay, most definitely) initially react to your proposed change with resistance. Address the resistance and risks involved so their fears are pacified and they are willing to jump in.

Make sure the benefit is clear to them. You’re persuading them to change, and there has to be something in it for them, their organization, or mankind to make it worthwhile.

Every audience will persist in a state of rest unless compelled to change.

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