When people embrace a project, they embrace the benefits. Then they can become an advocate for us.
When they embrace the project, they embrace the benefits, they can now become an advocate for us.
In this episode, the delicate work begins. John lays out his techniques for embracing those members of the community who will become the most important advocates for the project.
Takeaways and Teachable Moments
SHOW THEM WHAT IS GOING ON AND LET THEM DRAW CONCLUSIONS.
WELL-INFORMED COMMUNITY MEMBERS CHANGE MINDS AT COFFEE SHOPS FOR YOU.
CONTINUE TO EMBRACE PAST THE FIRST ENGAGEMENT AND MAKE IT ONGOING.
ONCE YOU START INFORMING THEM YOU HAVE TO KEEP THEM IN THE LOOP SO THEY FEEL THAT THEY BELONG TO THE TEAM.
EMBRACE MUST BE A NEVER-ENDING BEHAVIOR.
EMBRACE IS ABOUT TIMING. KEEP THE INTERVALS CLOSE AND DON’T IGNORE THEM.
YOU CAN’T EMBRACE THEM AT A TABLE WHERE YOU ARE COLLECTING NAMES OR REGISTERING PEOPLE AT AN EVENT, IT IS FOR LATER.
Embrace is the process of finding and creating advocates from within the community. John describes how to locate and inform the most likely individuals who want to know more. The odds are usually that whether you realize it or not there are already a majority of people who will be in favor of the project once they get the right information.
This is about embracing the 70% of people you can get on your side, using all of your energy to focus on them and not expend energy on the 30% you will never get on your side. The best chance of changing the minds of those 30% against you is to have well-informed community members in favor of the project, and they will be the ones who ultimately change the minds of the opposition, not you.