BY SETH GODIN

If you’re doing something important, you’re working to make change happen.

But change is difficult, often impossible. Are you trying to change your employees? A entire market? The attitude of a user?

The more clear you can be about the specific change you’re hoping for (and why the people you’re trying to change will respond to your actions) the more likely it is you’ll actually achieve it.

Here are two tempting dead ends:

  1. Try to change people who are easy to change, because they show up for clickbait, easy come ons, get rich quick schemes, fringe candidates… the problem is that they’re not worth changing.
  2. Try to change people who aren’t going to change, no matter what. The problem is that while they represent a big chunk of humanity, they’re merely going to waste your time.

 

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