Books have introductions.
Movies have trailers.
Sales have demonstrations.
Products have rollouts.
People have uncomfortable small talk.
Good introductions cover things that resonate with the person.
We evaluate what’s in front of us in the blink of an eye.
We spend the rest of our time confirming our judgment.
It doesn’t always go this way, sometimes the evidence is enough to convince us otherwise.
Sometimes the person had a poor performance, but our friends talk about it enough that we give it another shot.
But for the most part, we make a decision and stick with it because we like to be consistent.
If we want to move someone to a new decision, then we need to figure out a way to interrupt the snap judgment and help people consider the alternatives.
We need to boost the validity, credibility, and activity.
It’s how we make things spread.