New ideas are terrified.

Entering the world often as the only member of their species, new concepts have a hard time making friends. After all, it’s tough for newbies to relate to all those established good ideas from the past.


Our job as professionals is to introduce clients to the best new ideas we meet.


That’s because shepherding good ideas to clients is what moves the needle in every professional industry. And while that kind of work is often as important as it is thankless, those doing it well prove its power every day.


Because even the simplest, oldest, tried-and-true-est idea can release a flurry of newborn butterflies when it’s reconceived with the right timing.


That’s the dilemma we face in the persuasion industry: how do we change peoples’ minds without scaring them off? Put another way: how do you sell your truth in a sea of shiny deception?


The wise fishermen would remind you that nothing out-fishes live bait; that you can’t beat the real deal. And while that’s true for fish, it’s even truer for humans. Fake rewards earn accidental bites.


But let the fish sink their teeth into something real and we could eat for a lifetime, even after we caught a few of their friends. Credibility and honesty, it turns out, thrive in the ecosystem as much as they do in the economy.


Humans, like fish, try our hardest to spit out the hook once we realize it's there. Then we fight while we’re on the line and want nothing more than to feel it snap. Suffice to say, people aren’t huge fans of being talked into stuff.


Because anytime humans are confronted with an idea in conflict with their current understanding of the world — a trait most good ideas share — the fight or flight response is triggered.


That’s the same neurological process triggered when you spot a grizzly bear in the woods (or for our underwater friends, a shark swims by).


Fight? Flight? Two terrible options if you ask us.


We propose a third: dance.