When we put a message out there, we want to make sure that people end up thinking differently afterward. The challenge is that sitting between where somebody is and where you want them to be is a giant, yawning gap that Tamsen calls the “No Hole.”
The key is to understand how people make decisions. If you can introduce the right information to get people to say yes to the smaller steps that make up the pieces of the Red Thread, you can build up to get a yes for the bigger steps, too. The key, as Tamsen explains, is to make sure you think through each step to understand where you’re going to have the biggest trouble getting someone to say yes, so you know where to spend your energy to succeed.