Amplify Your Message Through Contrast
People are naturally drawn to contrast because life is filled with it: Day and night. Male and female. Love and hate.
A skilled communicator captures an audience’s interest by creating tension between contrasting elements—and then provides relief by resolving that tension. It’s how you build a bridge between others’ views and yours.
Try brainstorming ideas around polar opposites such as the ones in table 2-1.
| TABLE 2-1 | |
|---|---|
| Dynamic opposites | |
| Past/present | Future |
| Need | Fulfi llment |
| Speed | Endurance |
| Ambition | Humility |
| Stagnation | Growth |
| Roadblocks | Clear passage |
| Sacrifice | Reward |
| Budget | Quality |
Suppose you manage an airline’s maintenance division, and you’re asking for money to invest in analytics. Table 2-2 shows pairs of opposites you might explore as you figure out how to make your case.
By tracking and studying how often we actually perform certain kinds of repairs, we can create a schedule that’s more realistic. We’ll be able to prevent problems instead of fixing them when they pop up. By embracing the tension between the extremes, you can propel your message—and the movement will feel natural.
The familiar will comfort people; the new will stimulate them and keep them interested. Generate plenty of content on both sides of the contrast or you’ll lose momentum—and your audience.