84 Resonate
Acknowledge the Risk
Audience transformation is guided along a
grand plan similar to the metamorphosis of
a butterfly. After the caterpillar creates a
hard, protective cocoon, what happens on
the inside is almost tumultuous. The solids
of the caterpillar liquefy and regroup into
a completely different form. A butterfly.
People have an innate sense of fear when embarking on
a journey with an unknown outcome. This unknown ele-
ment is what makes change so frightening.
Change involves the addition of the new and the aban-
donment of the old. In order for new societies to rise, old
societies must therefore fall. New technology emerges
while old technology obsolesces. Even in persuasion, to
accept something new means sacrificing something else.
Sacrifice is defined as the surrender or destruction of
something prized or desirable for the sake of something
considered as having a higher or more pressing claim.
Often, our audience can’t change unless a sacrifice is
made. A trade-off. Letting go.
To adopt your perspective, the audience has to, at a
minimum, abandon what they previously held as true.
Changing their minds is like asking them to forsake
an old friend who has stood by them for a long time.
Losing an old friend hurts.
Even something seemingly trivial—like a forfeit of their
time—might require them to risk something. Working late
might mean missing volleyball practice or the chance
to tuck their kids into bed at night. Be cognizant of the
sacrifice the audience will make when you ask them to
do something, because you’re asking them to give up
a small—but still irretrievable—slice of their lives. If you
consider the potential risks that the audience will face
when you ask them to buy into your big idea, you will be
prepared to manage their apprehension and respond
effectively to overcome it.
The source of audience resistance is usually related to
the sacrifice they know will be required of them. Parting
with their time or money is a loss to them. Your presen-
tation is a disruption to their contented stance. You’re
saying they need to buy your product, be more produc-
tive, or join a movement, but they think they are fine
right where they are.
Change requires a breaking down before there’s a build-
ing up, and this is where the audience needs the encour-
agement from the mentor most of all.
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Define the Journey 85
Empathize with
Their Sacri ce
and Risk
SACRIFICE
What would they sacrifice
to adopt your idea? What
beliefs or ideals will be let
go? How much will it cost
them in time or money?
RISK
What’s the perceived
risk? Are there physical
or emotional risks they
will need to take? How will
this stretch them? Who
or what might they have
to confront?
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