Find your Red Thread at TamsenWebster.com.
Whenever there are two opposing truths that we believe to be true, we can’t tolerate the cognitive dissonance for long. In the face of this untenable tension, we’ll do one of two things: change the core fundamental belief about ourselves or change the core fundamental belief about how we see the world. As message makers, if we can create that tension then we can create change.
The Red Thread is structured to create this tension. It sets up three concepts that can be put in conflict: what do you want (Goal), what is the real problem you have to solve (Problem), and what is the fundamental truth that your audience believes about themselves that makes the Goal and Problem inconsistent with that belief? So when you’ve identified the Problem, the next step is to ask: why would that bother me so much? If you can create that tension between the Goal and the Problem for your audience, you can create the Change that you’re after.