John Caswell on "pre-nostalgia": how to convince people to adopt an unproven idea before they can miss it. His early pitches relied on luck. Now he builds trust through concrete steps that reduce risk, turning anecdotal persuasion into a repeatable system.
Completely agree. I think what you're trying to do is create this kind of pre-nostalgia with people. It's very hard to do. I mean, you put it beautifully. We have the privilege, the luxury, and the platform against which to build a business to sustain us, whereas the point here is not many people have reached that point in these illegible areas. But I completely agree with you.
What did you mean by pre-nostalgia, John?
Well, you're going to love this, but you haven't been through it yet. Yeah. You know, once you've got that nostalgic, beautiful feeling about something, it's not a problem. That's on the way out. On the way in, how do I get that across to you that this is going to work? I remember going into organizations and saying, you know, I'm going to come in and I'm going to draw all over your wall and you know, you're going to have benefit from that. And that was pretty much the conversation. And I was lucky that people said, okay, well, let's give it a go. But that was luck. That was not a formula that I could use. I very quickly realized I'd have to be a lot more scientific and kind of make a lot of stuff up to give them the confidence that they wouldn't be fired for making a decision like that. And these are the sort of practical steps you have to sort of step through.
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