When you want to cause long-term change, not a short-term blip

People fund long-term assets (like a car) with long-term finance (a loan); and short-term assets (iPod) with short-term finance (credit card).

After all, I have yet to see someone pay for a shirt by taking out a mortgage.

Similarly if you want to persuade people to change the way they think, feel and act forever, you’re going to have to tell them many times, over a long period of time.

We all know repetition works. It’s why we’re so good at remembering to clean our teeth and wash behind our ears: because, as children, we were reminded every day for years until it became second nature.

Given this, it’s strange how people often think that one communication, given once, is going to cause ...

Get The Snowball Effect: Communication Techniques to Make You Unstoppable now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.