Tamsen Webster introduces Say What They Can't Unhear, a book on nine persuasion principles for lasting change. Drawing from 25 years in change communications, Webster explains how to align messages with how people want to be seen and build bridges of belief instead of demanding leaps of faith.
Have you ever felt like you're just not getting through to people? Like the message that you need them to hear is going in one ear and right out the other? Well, after 25 years of studying and creating communications that drive transformational change, I wrote my new book, Say What They Can't Unhear. It's a compact guide to 9 powerful principles that I hope will completely change how you approach getting people invested in your ideas. You see, building buy-in isn't about telling people why or how to change. It's about helping them see that they already believe in a new way of thinking or acting. It's not even about challenging people's beliefs. It's about using those beliefs as a foundation to drive change. In Say What They Can't Unhear, I distill what I've learned in those 25 years in change communications into 9 persuasion persuasion proverbs, easy-to-remember principles like, "Every decision has a story," and, "There's no such thing as believer's remorse." Principles that I've used to help leaders create lasting buy-in for change at every level. I show you why and how to craft messages that align with how people want to be seen as smart, capable, and good. Messages that don't cause pain or overwhelm. Messages that don't ask for leaps of faith, but build bridges of belief instead. Because you don't want people to just politely nod along. You need people to embrace the change that you're proposing, and not because you demand it, coerced it, or forced it, but because they came to want it for themselves. Say What They Can't Unhear flips the script on influence. It gives you a way to spark lasting transformation that's as insightful as it is actionable. And you may just discover that it's not about persuading at all. If you wanna be a real agent of change, it's time to stop telling people what to think and time to start saying what they can't unhear.
