Creativity Now, 2nd Edition

To sell, pre-sell

THE PRINCIPLE

Preparing your audience helps make them receptive

You may think that perfecting your product or service before approaching your target audience (which might be customers or your boss) is the best strategy, but often it is much more effective to prepare them in advance. If you can also give them a sense of participation, they will be even more receptive.

The fact behind this principle is that however much we like to think of ourselves as forward-looking, innovative risk-takers, most people are scared of change. And if you have come up with something new, it will involve change. That’s why most innovations are resisted. A blogger who identifies himself only as John (at www.indefinitearticles.com) summarised the ...