I want you to imagine a dog on a house porch, an American clapboard house porch with granny sitting in her rocking chair taking in the evening air. The dog is whining slowly and softly because he's in a little pain.

The reason that he's experiencing a little pain is because he's lying on a nail. A large nail. But he doesn't move, he just keeps whining.

Doesn't it feel like that for you sometimes when you are trying to persuade someone to your point of view and they don't seem to get it? Why don't they buy into your idea, product, service or excuse?

For the same reason as the dog doesn't move. The nail doesn't hurt enough.

There isn't enough motivation to move. So you have to build the need by either amplifying ...

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