So you’ve got a great idea for a Hawaiian vacation you want to sell to your spouse, but you’re not entirely sure they’ll go along with the idea. If you want to know the best way to sell them on the trip, you should follow the advice of John Medina, a brain researcher and professor who wrote the “Brain Rules” series of books.
In "Brain Rules," Medina argues that the best way to persuade someone is to show them the big picture first. "Don't start with details," he writes. “Start with key ideas and, hierarchically, form the details around these larger notions."
So, instead of starting the conversation with the fact that your buddy Rick at work has a brother who has an AirBnB in Waikiki and can get you a place to stay for $125 a night. Or, kicking off the pitch by outlining a deal on Aloha Airlines where if you fly on Thursday mornings from a specific airport, you can save 37% on a round-trip flight to Honolulu.
Start with a big-picture idea. “Did you know we can spend a week in Hawaii for under 2 grand?”
The rule is based on a fundamental neuroscientific truth: The brain craves meaning before detail.
The human brain. via Curtis Cripe/Flickr
Medina argues that humans need to feel a connection to the story before they are willing to pay attention to the details. “Normally, if we don’t know the gist—the meaning—of information, we are unlikely to pay attention to its details. The brain selects meaning-laden information for further processing and leaves the rest alone,” Medina writes in his book.
Communication coach and Harvard instructor Carmine Gallo says the rule is rooted in human evolution. "When primitive man ran into a tiger, he did not ask, how many teeth does the tiger have? Instead, it asked, will it eat me? If you want your team to get behind a new initiative, give them the big picture first,” Gallo said in a keynote address.
The great thing about this rule is that it has many different applications, from interpersonal relationships to business to social media. Gallo says that when trying to persuade someone, we should consider sharing our ideas as if they were tweets. “The big picture, however, must be short. I like to keep the top-level message no longer than a Twitter post of 140 characters,” he writes.
Steve Jobs shows off iPhone 4 at the 2010 Worldwide Developers Conference. via Matthew Yohe/Wikimedia Commons
Steve Jobs did a great job selling Apple products by introducing them with a simple, big-picture idea that enticed people to pay attention. He started with the big picture when introducing the iPhone in 2007. "Today, Apple is going to reinvent the phone,” he said. “The iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone."
On a deeper level, the rule is all about understanding a simple part of human nature. You must have a compelling story from someone to want to listen to you, follow your lead, or change their mind. But once you have them hooked on the big picture, convincing them of the details is a piece of cake.
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