PART II Go
The groundwork is laid. All that effort you've put into getting set for success is about to pay off. It's time to put your idea in front of your target audience — to grab their attention and take them on the journey from ‘what do you want?’ to ‘yes, I want in!’
The path to yes is an unpredictable one, but in this second part of the book, you'll discover a powerful model to navigate your way along it. The 3M model has three parts to it:
- MOOD. The heart tells the mind where to focus its attention. Feelings fuel our willingness to listen and to act. Unless our target audience is in the mood for yes, buy-in is going to be an uphill slog.
- MIND. Give me a business case, show me the data. Does it all add up? Their logical mind has a decision to make and it needs your help.
- MOVEMENT. Buy-in is nothing but a happy vibe unless there's action to back it up. Champions of buy-in don't just shape mood and minds — they engineer action.
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