Flip the Script: Getting People to Think Your Idea is Their Idea
von Oren Klaff
To write your Flash Roll, describe the problem being faced, your assessment of it, your proposed solution, and the economics (how long it would take and what the results would be, or were the last time you did it). Freely use technical terms, writing exactly the way you talk to the technical people in your business when you’re one-on-one with them. Recall the mechanic at the bike shop explaining what is wrong with your bike. Or think about the doctor who looks at the rash and says, “It’s nummular dermatitis. We’ll treat it with oral cyclosporine, topical corticosteroids, and ultraviolet light therapy for a week and you’ll be good as new.” Information doesn’t just magically move from the outside world into your brain. There’s a process. You have to perceive something in your environment using your senses (input the data), make sense of what you are seeing (process the data), and remember it for later (save the data). And before your brain can perceive, process, and save a new idea, you need to have the right type of idea receptor waiting for that information, or it will pass through you, completely unremembered or quickly disregarded.
In the past, buyers accepted a high-pressure sales script as an unwanted but necessary part of the buying process because they genuinely needed the information that only an experienced sales rep could provide. But today, everyone can find, research, and buy anything online—so high-pressure sales scripts are not just unwelcome, they are hated.
The trick is to use a technique called Novelty Chunking to make it seem like your deal is different from “normal” in just one key way, while everything else about the deal is completely Plain Vanilla. Then you show the buyer that what’s normal is shifting, and the one key, different thing is really popular today. There is a new normal.
“These are forgettable statements that anyone could make. These kinds of claims make it more difficult to figure out whether one agency is better than another. And so it just boils down to the money. So please, guys, put away your charcoal pencils. Put away the mood board too. If you love creativity that much, go write a graphic novel.
Influence, and particularly Inception, is most effective when the person you are speaking to feels like he or she is on the same level of the hierarchy as you. This is where Inception is strongest and works the best. Before you can implant an idea in someone else’s mind, you need to create a feeling of Status Alignment.
“Viktor, I do not allow you to be confused about this,” I said. “You’re one of the best investors in the world. And I am offering a Plain Vanilla deal, nothin’ fancy at all. This is easy stuff. And we are almost out of time, so for the moment, you have to accept what I’m telling you at face value.”
"To write your Flash Roll, describe the problem being faced, your assessment of it, your proposed solution, and the economics (how long it would take and what the results would be, or were the last time you did it). Freely use technical terms, writing exactly the way you talk to the technical people in your business when you’re one-on-one with them. Recall the mechanic at the bike shop explaining what is wrong with your bike. Or think about the doctor who looks at the rash and says, “It’s nummular dermatitis. We’ll treat it with oral cyclosporine, topical corticosteroids, and ultraviolet light therapy for a week and you’ll be good as new.”"
"Information doesn’t just magically move from the outside world into your brain. There’s a process. You have to perceive something in your environment using your senses (input the data), make sense of what you are seeing (process the data), and remember it for later (save the data). And before your brain can perceive, process, and save a new idea, you need to have the right type of idea receptor waiting for that information, or it will pass through you, completely unremembered or quickly disregarded."
"This is a classic Flash Roll—a linguistic fireworks display of pure technical mastery over a complex subject. A Flash Roll is specially designed so that no matter how skeptical your listeners are when you start talking, by the end they’ll be convinced you’re a total expert and you know your industry and your craft cold—down to the finest detail. The Flash Roll should take just sixty to ninety seconds to deliver—that’s about 250 words."
"In the past, buyers accepted a high-pressure sales script as an unwanted but necessary part of the buying process because they genuinely needed the information that only an experienced sales rep could provide. But today, everyone can find, research, and buy anything online—so high-pressure sales scripts are not just unwelcome, they are hated."
"The trick is to use a technique called Novelty Chunking to make it seem like your deal is different from “normal” in just one key way, while everything else about the deal is completely Plain Vanilla. Then you show the buyer that what’s normal is shifting, and the one key, different thing is really popular today. There is a new normal."
"“These are forgettable statements that anyone could make. These kinds of claims make it more difficult to figure out whether one agency is better than another. And so it just boils down to the money. So please, guys, put away your charcoal pencils. Put away the mood board too. If you love creativity that much, go write a graphic novel."
"Influence, and particularly Inception, is most effective when the person you are speaking to feels like he or she is on the same level of the hierarchy as you. This is where Inception is strongest and works the best. Before you can implant an idea in someone else’s mind, you need to create a feeling of Status Alignment."
- →In the past, buyers accepted a high-pressure sales script as an unwanted but necessary part of the buying process because they genuinely needed the information that only an experienced sales rep could provide. But today, everyone can find, research, and buy anything online—so high-pressure sales scripts are not just unwelcome, they are hated.
- →The trick is to use a technique called Novelty Chunking to make it seem like your deal is different from “normal” in just one key way, while everything else about the deal is completely Plain Vanilla. Then you show the buyer that what’s normal is shifting, and the one key, different thing is really popular today. There is a new normal.
- →“These are forgettable statements that anyone could make. These kinds of claims make it more difficult to figure out whether one agency is better than another. And so it just boils down to the money. So please, guys, put away your charcoal pencils. Put away the mood board too. If you love creativity that much, go write a graphic novel.
- →“Viktor, I do not allow you to be confused about this,” I said. “You’re one of the best investors in the world. And I am offering a Plain Vanilla deal, nothin’ fancy at all. This is easy stuff. And we are almost out of time, so for the moment, you have to accept what I’m telling you at face value.”
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