Key 7
Sell Opportunity to Cautious People
You must change people's minds. And you can't just root out a handful of complex ideas and leave a void behind—you have to give people something that is as meaningful as what they've lost!
—Daniel Quinn, Ishmael
Over the years, the medical field has been cautious—for good reason. However, one of the most important medical breakthroughs in history was made because an eager surgeon was influenced by a great scientist to seize an opportunity. At the time, doctors ridiculed a new idea that tiny germs could kill a large animal or a human. They believed that germs spontaneously appeared and that people ...
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