Subscribe

Wow your audience as much as you can, but …

There’s way too much emphasis on the WOW effect, and way too little on the AHA effect.

It sometimes feels like the whole communication industry is obsessed with the WOW effect.

While I don’t see much talk about the AHA effect.

But.

What use is it when your audience cheers for “What a great show it’s been!” when what you actually want them to cheer for is “what a great idea that is!”

Don’t get me wrong. Wow your audience as much as you can.

But keep in mind that WOW only opens the mind. It’s the AHA that changes the mind.

What’s your take on WOW vs. AHA?

Check out my new book
The PATH to Strategic Impact

Get the free “In a nutshell” version

Get The Art of Communicating in your inbox.
Change minds, drive action, and turn confusion into clarity.

    I value your privacy. No spam. Just “Great stuff, brilliantly articulated” (to use the words of longtime reader David).

    Read More

    Effective communication

    In school, you’re taught to write a commentary. But rarely do you find a teacher who teaches you how to comment effectively. Usually, you will

    Read »

    Pitching to the masses

    With Apple’s massive success over the years, it’s easy to miss that Apple’s greatest pitches were not to the masses. Quite the opposite. Many observers

    Read »

    Football is boring

    … unless we root for a team. At which point a whole range of emotions kicks in: hope, joy, sadness, anger, … When we don’t

    Read »