Usable Insights
This week's Usable Insight
For June 6
Dissonance = Opt Out
If what you say doesn't match the way you make people feel, you create dissonance in them. Dissonance is the opposite of resonance; it causes conflict instead of comfort. And people will opt out instead of buy in to what you say. In your prospect's, client's or customer's minds, Dissonance = What are you going to do for me?/What are you going to do to me? You can avoid dissonance by making sure that what you say makes sense, feels right, and seems doable.
For instance take the 2000 presidential election. Al Gore created dissonance in voters, by coming off as "stiff" in public (where stiff = awkward = lack of confidence). Awkwardness is contagious and his triggered that in voters. And the dissonance it created was: we know you will do your best to lead our country, but darn it we feel self-conscious for you and that interferes with our confidence in you.
Here is how he might have addressed and resolved it:
"My fellow Americans, many of you view me as, er...how shall I put this... a tad ill-at-ease in public. No that's too kind. Let's face it, I come off as stiff. But those who know me personally would tell you that I'm actually very friendly, warm and get this...funny...in private. And as a person in politics, if I had my druthers I would come off in public more the way I am in private. But here's something you don't know. My dad, Al Gore, Sr. who I love and miss told me when I was young, 'Al, make sure whatever you do, to do your best to not embarrass yourself or your family.' We're from the South and it's about manners, etc. So when I am in public and you see me as 'stiff', I see me as honoring the wishes of my dad."
If Gore had done this, it would have reframed his behavior in the eyes of the public to see his stiffness as actually honoring his father and it may have resolved the dissonance they felt.