Chapter 9Influence Perception: Helping People See What They Need to See

Carpenters bend wood. Fletchers bend arrows. Wise men fashion themselves.—Buddha

5. Brains Like Contrast—And So Should Influencers

Contrasts—your brain likes them. Light and dark. Man and woman. Parent and child. Success and failure. Winners and losers. Leaders and followers. Contrasts create tensions. Contrary to popular opinion, your brain likes tension; it leads to anticipation of its resolution. It's what movies are all about. Protagonist and antagonists. Boy meets girl. Boy loses girl. Girl takes boy back. The tension seeks resolution.1 Good movies have strong tension. Good leaders establish strong tension in the organization. Good salespeople create strong tension ...

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