"I’m going to make him an offer he can’t refuse”

“I’m going to make him an offer he can’t refuse.”

While that makes for one of the greatest movie quotes, it’s certainly not the kind of business we strive for. I don’t know about you, but the businesses I work with would much rather make an offer their customer wouldn’t want to refuse.

While Don Corleone has a deep understanding of what’s worst for his audience, they strive for a deep understanding of what’s best for their audience. Don Corleone’s offer is made out of a position of power while their offer is made out of a position of relevance. While he uses force, they rely on resonance.

The crucial difference is free will. Telling a story that resonates so strongly that people will want to come along eliminates the need of force. Ultimately, if your work really does make a difference, then resonance might even be the stronger force.

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Dr. Michael Gerharz

Dr. Michael Gerharz

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