Chapter 3
The Matrix—Moving People to Act
A-I-D-A. Attention, interest, decision, action.
—Blake (played by actor Alec Baldwin in the 1992 movie Glengarry Glen Ross)
People follow a similar mental trajectory when they make decisions. If we are trying to persuade them to act, we must have a firm grounding in the basics of understanding their role, intent, and how the decision-making process works.
Chapter Contents
- The Matrix Overview
- Roles
- Tasks
- The Decision-Making Process
- Awareness
- Interest
- Desire
- Action
