Communicating for Buy-in When it Matters Most

It’s the 1950’s. The Great Depression and World War II have ended.
Decades of pent-up demand and the new found insights on human
motivation offered by Abraham Maslow’s Hierarchy of Needs, come
together to create a new era of unconscious consumption.

Fast-forward 60 years. Marketers, business leaders and corporate
communicators have enlisted the Hierarchy as a mechanism for ringing up
sales, motivating employees, managing change, and more. But it seems
the more we communicate the less buy-in we achieve.

With the signal to noise ratio widening every day, buy-in is a gold
standard few communicators achieve. It’s time to reevaluate what works,
what doesn’t, and why.