6

Idea Impression Amplifiers

Materializing, Comparing, Committing, and FOMO

Have you ever had an entrepreneur tell you about, or even ask you to invest in, his or her innovative startup? Or perhaps a colleague has asked you to support an internal initiative for a new product or service? If not, we recommend that you find an opportunity to hear a pitch from a person or two and see if you are persuaded. As you listen to the pitch, ask yourself, did they convince you? Did they do anything that was persuasive? You might recognize that they used one or more of the impression amplifiers described in chapter 5. For example, did they tell a compelling story that made an emotional connection? Did they have endorsements from credible parties or refer to ...

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