Hang on, it'll make sense.
Have you noticed that some ideas are easily sold to people, despite them being lacking in substance... but some other ideas which hold much more merit still get a lot of resistance?
No?
Think about you trying to convince your parents that you want to marry someone you love rather than a stranger you met a week ago.
Get it now?
Well, there's a good reason for that.
The Three Types of Ideas
You remember the concept of ethos, pathos, and logos, yes?
Well, that's all good... but there's something more fundamental about persuasion that even precedes that in importance.
And that's about how your audience perceives your ideas.
You see, people have a belief system - a framework of beliefs which guide their thoughts and their actions. And they're immensely loyal to this belief system... so much so that they may hold no distinction between themselves and this belief system.
Any attack on this belief system is an attack on their whole identity, and obviously... they tend to not take kindly to that.
With that in mind, there are broadly three types of ideas -
- Aligning - Completely aligned with one's belief system
- Threatening - Completely against one's belief system
- Indifferent - DGAF
Aligning Ideas
Completely aligned with one's belief system. These ideas serve as yet another proof in favor of their existing mental model of the world. And as such, are taken in without any resistance.
For example, tell a misogynist™ that women are disproportionately responsible for car accidents, and they would need no proof to believe it.
They wouldn't think in the direction of "let me check the truth of it real quick"... accepting the idea is convenient, and makes them feel intelligent (I'm so right about everything).
To sell someone these ideas is not hard... all they really require is exposure. No extra convincing.
Implication?
Frame your idea in a way that aligns with their beliefs, and you'll probably be successful in selling it. May require some hard thinking, but its worth it.
Threatening Ideas
Diametrically opposite to someone's belief system. Makes the antennas of skepticism on their heads get erect... and that's definitely not what we want when trying to sell something.
Think a hardcore communist reading a book on how capitalism and free markets are the key to development of an economy... cynical every step of the way, every claim needs a proof.
It's like rowing upstream... too much effort.
Such ideas, no matter the truth of them, are bound to fail.
You don't wanna be in a position where you're selling a threatening idea... cause there's no winning in this situation. Even if you logically prove you're right, all it does is foster resentment.
The key here is to nudge them softly in the direction you want, but let them make their own conclusions instead of imposing yours.
Quite literally in this case, the change must come from within.
Indifferent Ideas
You have an advantage here, as you don't get the obvious repulsion which you get while trying to sell a threatening idea. But you may find it hard to make someone care about it.
Think of convincing your mom about how Virat should resist the urge to play good length balls pitching outside off.
The key here is to very clearly tie it to a direct benefit, that's the only way this may work.
Identify them before pitching
It'll help to try to ascertain which category your idea falls in. Here's how you do it - bring up the idea in a nonchalant way, while taking no clear stance. Maybe throw a casual remark or ask a question.
In their reaction lies the answer.
Excited response? Aligning. Proceed.
Emotional pushback? Threatening. Steer clear.
Indifferent? Tie with a benefit.
But let's say your idea is too important to just steer clear forever. What do you do then?
Well, even threatening ideas can be sold... just that the process is time taking. There are stages of acceptance of ideas. I'll talk about it in the next issue.
Until next time,
Ayush
