G. RICHARD SHELL + MARIO MOUSSA ~ CURES FOR BELIEF BIAS ~ THE ART OF WOO

~ BP-IYHTTAASEOYI-YCSKAIUYBTWPO ~ Be Persistent – If You Have The Time And Are Sure Enough Of Your Idea – You Can Simply Keep At It Until You Begin To Win People Over

~ SA-SHATPWRYIASANA ~ Shift Audiences – Stop Hammering At The People Who Reject Your Idea And Seek A New Audience

~ FUTRS-PYIASSSAUTIPNSCTTABS ~ Fly Under The Radar Screen – Position Your Idea As Something So Small And Unimportant That It Poses No Serious Challenge To The Accepted Belief System

~ ATTTJOSS-BOIISBTDLCFYA ~ Ask Them To Take Just One Small Step – Break Our Idea Into Small Bites That Demand Less Commitment From Your Audience

~ PYIAADCV-RYISPSIACWAUVTRDTTBYHCW ~ Position Your Idea Around A Deeper Core Value – Reposition Your Idea So People See It As Consistent With An Underlying Value That Runs Deeper Than The Belief You Have Collided With

G. RICHARD SHELL + MARIO MOUSSA ~ THE PCAN MODEL ~ THE ART OF WOO ~ 2008

~ P-A-S-C-S-T-DTPYIS(OTNIA) ~ Problem – A – Short – Concise – Statement – That – Defines The Problem Your Idea Solves (Or The Need It Addresses)

~ C-AEOTCOTPON ~ Cause – An Explanation Of The Cause Of This Problem Or Need

~ A-YS(OA)-FTS ~ Answer – Your Solution (Or Answer) – For The Situation

~ N-B-ASOWYAITBA-AOOC ~ Net – Benefits – A Summary Of Why Your Answer Is The Best Available – All Other Options Considered

G. RICHARD SHELL + MARIO MOUSSA ~ THE ART OF WOO

~ WOO ~ Winning Others Over

~ ALBOESTCACBOTFOSI-RTA-IACAFFTCDI ~ A Large Body Of Evidence Suggests That Creating A Culture Built On The Foundation Of Selling Ideas – Rather Than Authority – Is A Competitive Advantage For Firms That Can Do It

~ SYITPWTCOOIR ~ Selling Your Ideas To People Within The Context Of Ongoing, Important Relationships

~ TBI-TMGSTSP-WIE-FIY-AT-IYUASATAOW-IO ~ The Best Ideas – Those Most Genuinely Suited To Solving Problems – Will Inspire Enthusiasm – First In You – And Then – If You Are Skilled At The Art Of Woo – In Others

~ DYIIAPC ~ Develop Your Idea Into A Polished Concept

~ AA-HYR ~ Above all – Honor Your Relationships

~ TNORIOOTMRSPNIHS-WTTDTFOPWDTFU ~ The Norm Of Reciprocity Is One Of The Most Robust Social Psychological Norms In Human Society – We Tend To Do Things For Other People Who Do Things For Us

~ PSISATWTTAP ~ People’s Self-Interest Strongly Affects The Way They Think About Proposals

~ ASAAMPWTSTGFAIALPWTSTL ~ Audiences See Arguments As More Persuasive When They Stand To Gain From An Idea And Less Persuasive When They Stand To Lose

~ CRE-SPTTMTSQ ~ Change Requires Effort – So People Tend To Maintain The Status Quo

~ WSCYTTATYIRAP? ~ What Steps Can You Take To Assure That Your Idea Remains A Priority?

~ RSI ~ Reaffirm Shared Interests

~ ROR ~ Rely On Relationships

~ CAIA ~ Create An Important Audience

~ BIA ~ Build In Accountability