There Has To Be Tension

Garth Beyer

That’s what so few will tell you. And if they tell you, they try to buffer it or detail a scenario that tension worked wonderfully; as if it’s easy.

The one way I’ve seen it function best to create tension where it should be and not where it shouldn’t is by being clear on expectations at the beginning.

It’s easier to have a tense discussion with a sales rep if you remind them of the shared goal you have at the beginning of the conversation.

It’s easier to get stakeholder buy in on a piece of content that challenges the target’s status quo if you remind the stakeholders of the brief you all agreed on (positioning, pain points, etc.,).

Note that I’m not saying it’s easy. Tension never is. (And if someone says it is easy, I question the impact it had.)

Stay Positive & But It Is Easier

Garth Beyer
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