How to Win Friends and Influence People

Often we try to attract talent by doing what we like rather than what would attract the individual. Dale Carnegie has a great story in his business books How to Win Friends and Influence People

"I often went fishing up in Maine during the summer. Personally, I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn't think about what I wanted. I thought about what they wanted. I didn't bait the hook with strawberries and cream. Rather, I dangled a worm or a grasshopper in front of the fish and said "Wouldn't you like to have that?"

When you think about attracting talent, attracting customers then you need to think about what attracts them? That may be different for each person. Do you generalise or individualise your offer?

When Facts are Not Enough

Global warming is often seen as a new idea, in fact the term was used by Svante Arrhenius in 1896.
So why has it taken so long to be at the forefront of the world's mind?

Well it shows that facts are not enough to convince people. Facts do not sway emotion. Although scientists have talked about this constantly, it was Al Gore who used emotive wording, emotive storytelling, emotive pictures to grab people's attention.

Facts are great, stories engage....inside and outside the business.

What Business are You In?

Theodore Levitt, the Harvard Professor challenged the railroad business in the 1960's asking

"What business are you in?"

They saw themselves as in the railroad business, but he challenged them to think differently. Together they decided that they were in the transportation business.

Do you narrow your focus? Do you see the product not the experience? Do you see how your business can change lives?