Tool No 28: The Gap
HOW? First, talk about the situation that you want to move away from, before moving straight on to the new situation you want to reach. Then position your message as an initiative that offsets the contrast between the two situations.
A gap sparks the desire for change. Establish a contrast between something known to be negative and something thought to be positive before you present your proposal for a solution. Instead of presenting it chronologically – now, tomorrow, in the future – list your points as a dramaturgical sequence – now, in the future, tomorrow. By contrasting now and in the future, you create a gap that people feel the urge to close. Try reading the following out loud in chronological order (1, 2, 3):
Do you work hard all day but still have items on your to-do list when you get home?
Digitalisation would let us get more done.
Imagine going home knowing every item on your to-do list has been ticked off.
Now, read them again in dramaturgical order (1, 3, 2). This activates a stronger urge to do something about the problem, and it makes your proposals for solutions sound more meaningful.
