Find the Red Thread at TamsenWebster.com.
We need to reach many different people, but we have only one message. Gretchen Rubin, happiness and habit expert, explains in her book, The Four Tendencies, that there are multiple categories for how we deal with expectations, but she also found that no matter what their actions and reactions were always values-driven.
The core of the Red Thread is all about values: Ideas. We can also keep in mind the tendencies of our audience, specifically the difference between internal and external expectations. We need to explain, for those that care about external expectations, why our Goal makes sense for most people. However, for the contrarians, we also need to show the other side. Building a message that appeals to both groups will make sure that you reach everyone.