Sarah Buxton, CEO of the Observer Effect – read time 3 minutes

To change perception, we believe it takes three key ingredients; ‘action’, ‘interest’, and ‘understanding’.

Action

To give life to a theory, an idea, a sentiment – to show it as a reality, a true and a workable answer to an issue people care about. Actions not only need to be part of the story – they need to be part of the story’s outcome too.

Interest

You can’t change someone’s view if no one is looking … without intrigue, a hook, a reason and the willing participation of those around you – your words will have little effect, and even less impact. No matter how noble the cause, or relevant the request, it’s got to move enough of the audience, so that the audience can mobilise itself.

Understanding

Wordsmithed communications, strategic narratives, acronyms, powerpoint slides – triangle diagram that might solve it all. It’s a little plexing how we’re able to make a complex thing even more complex … how big agenda items become abstract concepts – how a request to listen becomes a need to interpret.

So what do you do?

Well, we would advocate, ‘something’. Do something and then think of a good way to tell someone relevant about it and then imagine, even though that person has the capability, that they do not have the time to interpret, what it is you’ve got to say.

If the insight, the idea, the cause, is proven relevant and relatable, then make sure the output comes in wrapper, through a story, that one’s children or relatives would easily get their heads around – if you can do that, then you can bring a story to life.