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Harry Mills, a multiple business book author, has written extensively about persuasion.11 In his recent work, The Aha! Advantage,12 he talks about the significance of self-persuasion.

“Self-persuasion is fundamentally more powerful than direct persuasion essentially because of the way it reduces resistance.”

Mills talks about the four faces of the Aha! moment, as shown in Exhibit 2.1, the point when your audience gets the message and now persuades itself to adopt the message as if it was their own.

EXHIBIT 2.1 The four faces of the Aha! moment

Source: The Mills Group

Mills' work is very consistent with Zaffron and Logan. We need to get the staff in the organization to have for themselves that Aha! moment, that “Hell, no! We do not want the default future.” When the staff come to this point, change is inevitable.

This means we need to structure our workshops so there is more involvement, more chance for staff to have that Aha! moment, and less dogmatic rhetoric about the facts.