Persuasão

Continua daqui.
.
“The other way to persuade people – and ultimately a much more powerful way – is by uniting an idea with an emotion. The best way to do that is by telling a compelling story”
.
Para os aprendizes de spin:
.
“What’s wrong with painting a positive picture?
It doesn’t ring true.” … “Positive, hypothetical pictures and boilerplate press releases actually work against you because they foment distrust among the people you’re trying to convince.”
…
Caro Raul ainda há dias escrevemos sobre isto, recorrendo a palavras de Paula Campos.
.
"The energy to live comes from the dark side. It comes from everything that makes us suffer. As we struggle against these negative powers, we’re forced to live more deeply, more fully.”
.
“So, a story that embraces darkness produces a positive energy in listeners?
Absolutely. We follow people in whom we believe. The best leaders I’ve dealt with have come to terms with dark reality.” … “CEOs, likewise, have to sit at the head of the table or in front of the microphone and navigate their companies through the storms of bad economies and tough competition. If you look your audience in the eye, lay out your really scary challenges, and say, “We’ll be lucky as hell if we get through this, but here’s what I think we should do”, they will listen to you.
To get people behind you, you can tell a truthful story.”
…
“Desire is the blood of a story. Desire is not a shopping list but a core need that, if satisfied, would stop the story in its tracks.”
.
Os gestores de topo não gostam de falar aos seus colaboradores sobre o lado negativo, têm receio do pânico.
.
Julgo que o pânico só surge quando, perante os factos negativos, não é apresentado um caminho com alguma possibilidade de sucesso.