a single source, nothing corroborates it
Never let a group choose the message
A room converges on whatever nobody objects to, which is reliably the option nobody would have picked alone. Messaging decided that way arrives inoffensive and forgettable, so take the decision yourself and let the crowd argue about it afterwards.
The method
- 01
Do not put messaging, campaigns or product decisions to a group vote, because a group converges on the option nobody objects to rather than the one somebody loves.
What it returned
His analogy is the holiday meal that ends up as plain chicken and rice once every guest's objection is accommodated, pleasing nobody.
Sources
- Ignoring the Wisdom of CrowdsJason Cohen · longform.asmartbear.com · The crowd vetoes innovation · 2009-01-11
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected