Chapter 3: Increasing True Urgency

• business case
• how and why a business case fails
  • pitfalls in solely intellectual buy-in
• aim for the heart
  • better at affecting behavior
  • MLK used rhetoric to affect hearts
  • Tactics that aim at the heart
    1. human experiences
    2. effective experiences, seeing, feeling
    3. tailored emotional reaction
    4. unexplained experiences
    5. lead to increasing the bar
• an example of the basic strategy
  • keep the lights on
  • don’t use a podium
  • no spotlight (keep lights on)
  • minimize the powerpoint
  • humor
  • ingratiate yourself with audience
  • use anecdotes
  • don’t be too perfect in speaking ability
  • importance of capturing emotion often understated in class
• the tactics
  • bring the outside in “dramatically bring outside reality into groups” too introspective (58)
  • “behave with true urgency…every day” (58)
  • “find opportunity in crises” (61)
  • confront naysayers

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