The Best Thought Leading Insight To The Sales / Enrollment Process To Come Along This Decade

Facts are not the antidote for doubt

Drink enough water and you will cease to be thirsty.

And yet, a doubting person can be drowning in facts, but facts won’t change a mind that doesn’t want to be changed. More facts don’t counter more doubt. Someone who is shaking his head, arms folded, eyes squinted and ears closed isn’t going to be swayed by more facts.

Instead, doubt surrenders to experience. And experience can only happen if there’s enrollment.

If someone is willing to find the right answer, willing to explore what might be effective, what might be confirmable, then enrolling in the journey to ease doubt opens the door to personal experience. Which, magically, can let the light in Experience, working it out, touching it, studying it, repeatedly asking why with an open mind… these experiences engage us, earn our attention and gain our trust.. 

Doubt comes from fear, which is why it’s so difficult to earn enrollment. People don’t want to commit to working their way out of doubt, because doubt is a perverse variation of perceived safety, a paralysis in the face of the unknown. Earn enrollment first, a commitment to find a path, then bring on the process and the facts.

Seth Godin