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If you’ve described the current situation at your company in sufficiently alarming terms, you’ve created a desire for change in your audience. They you need to give that desire an outlet by designing a solution to the problem. The key is transforming your audience from passive recipients into active enlistees.
The “promised land picture” is almost exactly the opposite of the burning building approach. You begin by describing an adequate status quo. As with the burning building approach, this approach has to be honest because of the risk of backlash when the truth comes out later. Then, you deliver, in glowing terms, a picture of a future state that has so much allure for your listeners that they are unable to resist it...
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