We can't make up our minds in a vacuum. We need something to compare, something to play off as the opposition.
We can't make up our mind in a vacuum. We need something to compare, something to play off as the opposition.
To win a community over, it must be able to distinguish between the positives and the negatives of not having your project.
Takeaways and Teachable Moments
Contrasts need to demonstrate the efficiency.
Educate people to turn them into your advocate.
Use contrast to turn community members into your champions.
If the contrast you make is too drastic, it becomes unbelievable.
The contrast must be believable.
Contrast is your chance to use your list of pros.
Following the heels of Acknowledge comes the counterweight step of Contrast. In this episode, John explains in detail the essential need and best execution this step Contrast. People make choices based on the information they have about the differences between two things. Contrast is about reaching for options without alienating the community. This episode covers strategies for creating the right balance of pros and cons.
Once you have created trust in the community, you can begin nurturing your advocates and letting the leaders emerge to take your message forward. John explains how giving them the information with contrast can be the most potent tool later.