In every conversation, there are two voices. The first voice is what you 'hear' from someone else: a friend or acquaintance, an e-mail or text message, or perhaps 'communications' from an organisation or spokesperson. The second voice is the one inside your head.
Psychologists call this your 'inner voice.' It’s more commonly known as 'that little voice in the back of your head.' This voice tells you what is real, regardless of truth or accuracy.
Your creativity must generate an idea to convince the target audience of a different truth, or fulfil a need or a void, or address a problem they might have. If your idea is something they want to respond to, and it comes from a credible source, their inner voice will be favourable. However, if your idea is irrelevant, inappropriate, unbelievable, not credible, or at odds with their perceptions, their inner voice will be negative.
Before you can convince your audiences to buy, vote, support or influence others on your behalf, you must determine 1) what the collective inner voices of the target audiences is saying, and 2) what the voice will think upon witnessing your idea.
Why be negative? Why not just focus on the positive benefits or messages?
Yes, you can absolutely speak messages which are more interesting to you than your audience. Then again, as my grandmother once said, Opportunities don’t stand in the way of your being successful.
In other words, there’s a reason why something isn’t happening. If you want your idea to change today, you have to get address directly, eliminate, neutralise or minimise of the problem in the minds of your audiences. Once you know what the issue is to address, you can fix it - by creating a brilliant idea.
Again, I return to a familiar quotation: A problem well-defined is half solved, says Albert Einstein.
