Most of the time

You can’t make people care.

You can make people act.

How does knowing this change what you say and do?

What I care about, what you care about

Having beat up on the MTA once before for its ads, it only seems right now to sing their praises.

I liked this subway ad a lot.

3.2 million minutes saved every day (80,000 riders x 40 minutes saved) seems like the kind of thing sensible people would be in favor of.

The typical nonprofit message here would have been: $6 billion project approved!


What I care about (if I work at the MTA): declaring victory on is budget approvals, the size of the project, contractors getting hired, etc.  The $6 billion budget.

What you care about, as a citizen: 40 minutes saved a day for 80,000 people.

Simple, but easy to forget.


Circles of humanity

Want to persuade, make a connection, motivate someone to DO something?

Dive as deep towards the center of your humanity as possible, and share that.

Like so many other things, this is the opposite of what we’re taught in professional schools (business, law, policy) and their professional counterparts (McKinsey), where they drum into us how to get good at staying in the outer two circles.

At a minimum, tell stories. But change happens when you share your dreams and your love.

They call it “HEARTS and minds” for a reason.

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