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When someone resists letting go of old ways and embracing the new, our instinct is usually to take their resistance quite literally, appeal to their logic, and focus on the “thing” that is in question. But their resistance to change is almost never about the thing itself; it’s almost always about what the thing represents to them.

People don’t resist change because of your logic. They resist change because of their emotions; their hopes and dreams, their fears and worries.

In order to move any audience, you need to meet them where they are. You need to speak to their hopes and dreams; their fears and worries. You need to demonstrate empathy towards the emotions that your expectations stir in them. Do this well, and you will open the possibility of bringing them to where you are.

INSPIRATION FROM OTHERS

“We are all so desperate to be understood, we forget to be understanding.” – Beau Taplin

“Furious activity is no substitute for understanding.” – H.H Williams

QUESTIONS TO REFLECT ON

• What does your audience really care about?
• What are their hopes and dreams, their fears and worries?
• How can you speak to their emotions?
  

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