Guide customers to discover insights themselves rather than telling them directly. When people believe an idea came from within, they're more likely to act on it and feel ownership over the decision.
Make your customers feel smart. What I find to be the best way to be causing a change in someone else is not to be giving them the right idea, but to help them come up with the right idea. That's gonna be their idea. It's like Inception, right? But in order to do that, they need to have a belief the idea is coming from within them and they are using you as a guide to get them to the idea. Now, maybe you already had the idea in fairly full-blown form. Maybe you understood a lot of it and they're like, if you just said it, they would just get it, but they won't. It has to come from from within them. So what can you do to help them come to this idea kind of on their own? That means actually having to step back from your smartest ways of explaining it. It's going to be how to get them to orient their brains the way they're going to naturally focus on that particular idea. This inception idea is tricky, but man, when you do it, you can really have a big impact on people. You can really make their lives better. And then of course, you're also creating a lot of business value, and that means you get paid for it too.
