Anyone involved in marketing, in transformation or change management knows that there is a simple fact – change is hard. Getting someone to understand that their product, job or world has changed is an enormous challenge. It requires not just logic, but also an emotional response. We need to change our hearts as well as our minds – and it is easy for us to KNOW something but very difficult for us to ACT on that knowledge.
What we need to do is swallow the truth. We need to consume it, to bring it into the depths of our beings. We need to give “new truth” the chance to spread through every fibre, infect every synapse and tingle each fold of skin.
And you know what? Our “gut” tells us a great deal about the “truthiness” of truth. Items that are unsavoury are expelled quickly in an impulsive response. “Heavy” items are digested slowly and over time.
Seth Godin suggests that the future is just like the past, but shinier:
Your industry has been completely and permanently altered by the connections offered by the internet. Your non-profit, your political campaign, your service business. Not a little different, not just email enabled or website marketed, but overhauled.
But the future – or more precisely, the true future, is not just shiny. It is tasty. We are hungry for it and for the sustenance it brings. Ask yourself not just how you are forging a future for yourself, your business and your community – also ask exactly what it is that we should swallow. If it’s not the truth, it won’t stay down for long!