In response to one of my recent emails concerning commitment, several clients asked, “So what are the leadership steps to getting commitment?” Here’s one of the most important: Don’t rely on logic; tap into emotion.
It’s what marketers do, and when you’re looking to build commitment, that’s exactly what you are doing too — marketing. You’ve got to appeal to people’s rational self-interest and do it in a way that is both compelling and exciting. For example, tell them why this is the most exciting time in the organization’s history. Tell a story that conveys the reason your mission is important to them personally. Whatever you do, don’t do a PowerPoint presentation full of business jargon. As author Alan Weiss says, “Logic makes you think, but emotion makes you act.”