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Brain researcher reveals the fundamental persuasion rule to get people to do what you want

Don't start with the details.

persuasion, john medina, steve jobs
via LinkedIn Sales Solutions/Unsplash

A salesman showing a client the big picture.

So you’ve got a great idea for a Hawaiian vacation you want to sell to your spouse, but you’re not entirely sure they’ll go along with the idea. If you want to know the best way to sell them on the trip, you should follow the advice of John Medina, a brain researcher and professor who wrote the “Brain Rules” series of books.

In "Brain Rules," Medina argues that the best way to persuade someone is to show them the big picture first. "Don't start with details," he writes. “Start with key ideas and, hierarchically, form the details around these larger notions."

So, instead of starting the conversation with the fact that your buddy Rick at work has a brother who has an AirBnB in Waikiki and can get you a place to stay for $125 a night. Or, kicking off the pitch by outlining a deal on Aloha Airlines where if you fly on Thursday mornings from a specific airport, you can save 37% on a round-trip flight to Honolulu.

Start with a big-picture idea. “Did you know we can spend a week in Hawaii for under 2 grand?”

The rule is based on a fundamental neuroscientific truth: The brain craves meaning before detail.

neuroscience, brains, persuasionThe human brain. via Curtis Cripe/Flickr

Medina argues that humans need to feel a connection to the story before they are willing to pay attention to the details. “Normally, if we don’t know the gist—the meaning—of information, we are unlikely to pay attention to its details. The brain selects meaning-laden information for further processing and leaves the rest alone,” Medina writes in his book.

Communication coach and Harvard instructor Carmine Gallo says the rule is rooted in human evolution. "When primitive man ran into a tiger, he did not ask, how many teeth does the tiger have? Instead, it asked, will it eat me? If you want your team to get behind a new initiative, give them the big picture first,” Gallo said in a keynote address.

The great thing about this rule is that it has many different applications, from interpersonal relationships to business to social media. Gallo says that when trying to persuade someone, we should consider sharing our ideas as if they were tweets. “The big picture, however, must be short. I like to keep the top-level message no longer than a Twitter post of 140 characters,” he writes.

steve jobs, apple, iPhoneSteve Jobs shows off iPhone 4 at the 2010 Worldwide Developers Conference.via Matthew Yohe/Wikimedia Commons

Steve Jobs did a great job selling Apple products by introducing them with a simple, big-picture idea that enticed people to pay attention. He started with the big picture when introducing the iPhone in 2007. "Today, Apple is going to reinvent the phone,” he said. “The iPhone is a revolutionary and magical product that is literally five years ahead of any other mobile phone."

On a deeper level, the rule is all about understanding a simple part of human nature. You must have a compelling story from someone to want to listen to you, follow your lead, or change their mind. But once you have them hooked on the big picture, convincing them of the details is a piece of cake.

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When a Patagonia employee breastfed her baby in a meeting her male VP's response was a masterclass in workplace values

Talk about a "family-friendly workplace."

Holly Morissette/LinkedIn

Years after it happened, Patagonia's approach to the "family-friendly workplace" is a whole new level that still deserves our attention - and praise.

The outdoor clothing and gear company has made a name for itself by putting its money where its mouth is. From creating backpacks out of 100% recycled materials to donating their $10 million tax cut to fight climate change to refusing to sell to clients who harm the environment, Patagonia leads by example.

That dedication to principle is clear in its policies for parents who work for them, as evidenced by a 2019 viral post from Holly Morisette, a recruiter at Patagonia.

Morisette wrote on LinkedIn:

"While nursing my baby during a morning meeting the other day after a recent return from maternity leave, our VP (Dean Carter) turned to me and said...'There is no way to measure the ROI on that. But I know it's huge.'

It got me thinking...with the immense gratitude that I have for on-site childcare at Patagonia comes a responsibility to share a 'call to action'. A PSA to tout the extraordinary benefits that come along with not asking employees to make the gut wrenching decision to either leave their jobs or leave their babies. TO HAVE TO LEAVE THEIR JOBS OR LEAVE THEIR BABIES. That perhaps just one person will brave the subject with their employer (big or small) in the hopes that it gets the wheels turning to think differently about how to truly support working families.

That with a bit of creativity, and a whole lot of guts, companies can create a workplace where mothers aren't hiding in broom closets pumping milk, but rather visiting their babies for large doses of love and serotonin before returning to their work and kicking ass.

It's no wonder that Patagonia has 100% retention of moms. Keeping them close to their babies keeps them engaged. And engaged mothers (and fathers!) get stuff done. Thank you, Patagonia, for leading the way. "


Holly Morissette on LinkedIn: "While nursing my baby during a morning meeting the other day after a recent return from maternity leave, our VP (Dean Carter) turned to me and said..."There is no way to measure the ROI on that. But I know it's huge." It got me thinking...with the immense gratitude that I have for on-site childcare at Patagonia comes a responsibility to share a “call to action". A PSA to tout the extraordinary benefits that come along with not asking employees to make the gut wrenching decision to either leave their jobs or leave their babies. TO HAVE TO LEAVE THEIR JOBS OR LEAVE THEIR BABIES. That perhaps just one person will brave the subject with their employer (big or small) in the hopes that it gets the wheels turning to think differently about how to truly support working families. That with a bit of creativity, and a whole lot of guts, companies can create a workplace where mothers aren't hiding in broom closets pumping milk, but rather visiting their babies for large doses of love and serotonin before returning to their work and kicking ass. It's no wonder that Patagonia has 100% retention of moms. Keeping them close to their babies keeps them engaged. And engaged mothers (and fathers!) get stuff done. Thank you, Patagonia, for leading the way. " www.linkedin.com


Just the first eight words of Morisette's post are extraordinary. "While nursing my baby during a morning meeting..."

As if that's totally normal. As if everyone understands that working moms can be much more engaged and efficient in their jobs if they can feed their baby while they go over sales figures. As if the long-held belief that life and work must be completely separate is a construct that deserves to be challenged.

And then the comment from her male colleague about the ROI (Return on Investment) of breastfeeding—witty, considering the time and place, and yet so supportive.

On-site childcare so that parents don't have to choose between leaving their jobs or leaving their babies. Letting life integrate with work so that working families don't have to constantly feel torn in two different directions. Flexibility in meetings and schedules. Allowing for the natural rhythms and needs of breastfeeders. Making childcare as easy and accessible as possible so that employees can be more effective in their jobs.

All of this seems so profoundly logical, it's a wonder that more companies have not figured this out sooner. Clearly, it works. I mean, who has ever heard of a 100% retention rate for mothers?

Patagonia's got it goin' on. Let's hope more companies take their lead.


This article originally appeared on 8.16.19

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Mom finds out daughter is bullying kids over their clothes and desperately seeks advice

Her husband called her idea of punishment "cruel," this fed up mom wants to know other people's thoughts.

Photo credit: Canva

Bullying—it's something no parent wants their child to have to deal with.

Bullying is a difficult territory for parents to navigate, even more so when it’s their own kid doing the bullying.

This can of course happen for a variety of reasons, but one really common reason is trying to fit in with a certain friend group. A kid sees one of their friends making fun of someone, and they follow suit in order to gain acceptance. And so, the nasty cycle continues, until this kid is now an adult with these terrible social habits.

Needless to say, that’s why it’s so important for parents to address any bullying activity head on, and immediately, as to prevent it from becoming a character trait.

And that is why one mom desperately sought the advice of folks on the Ask Reddit forum. As she shared in her post, her 11-year old daughter, who was about to enter 6th grade, had been apparently “making fun of kids for not wearing name brand clothing and shoes.”

Considering that their family doesn’t have a lot of money, the mom was floored by her daughter’s attitude. But in order to “impress” her friends, the daughter pretends their situation is otherwise. Just like 5 out of every 10 teen girl movies we ever saw as kids.

“Me and her dad have opposing views,” the mom explained. “I want to take her to Walmart for her back to school clothes and shoes. Her dad thinks it’s cruel.”

(She would later add that his view could be based on the fact that he too was “was often bullied for his clothing and doesn’t want to do that to our daughter.” Though one would think that would make him all the more behind the idea. But that's neither here nor there.)

Hence why she came to Reddit—to see if maybe her idea for punishment was indeed too harsh.

11 yo daughter makes fun of kids wearing Walmart clothing
byu/lovestodance222 inParenting

However, an overwhelming amount of readers sided with the mom.

“It is not cruel,”one person replied. “What is cruel is making fun of people who cannot afford as much, or making fun of their sense of style. Bullying has real impacts on people, sometimes long-term, and I suggest the superficialness your daughter is displaying gets adjusted now before she becomes a teenager. Middle school can already be difficult for many students and I’m sure you don’t want your daughter to be the reason someone struggles with their self-confidence.”

Someone else simply quipped “100% decking her out in Walmart clothes entirely.” While another said “No question this is the solution. I would also make my child work to earn the money for it, if she was making fun of other children for wearing the clothes their family can afford.”

Another top comment suggested that mom first have a “serious discussion” with her daughter in a a neutral location. Then, if the bullying appears to continue, get her more Walmart clothes.

“At least until she understands why this is so inappropriate,” they said. “Give her the chance to mend her ways, but let her know what the consequence will be if she doesn’t. Now the ball is in her court. It’s not cruel as long as she has been forewarned and she understands why you would take this action.”

Another simply reiterated the importance of taking swift action, whatever that action may be.

“It’s not just the effects of bullying on others, I’d also argue that your child runs the risk of entering into the world at a deficit built upon these shallow and materialistic views she’s holding, not to mention the fact that surely bullies suffer psychological damage themselves all of which will need to be adjusted and repaired later in life. (Hopefully) Might as well try to help her see…that nice ‘things’ aren’t what matter most about people/life. Will rocking Walmart clothes help her realize that? Idk. I do think effort should be made to adjust her values and tune her into what being a good person is about,” they wrote.

How to have a conversation with your kid if you suspect they’re bullying

bullying, anti bullyingNobody wants their kid to be a bully. But if it does happen, there are actions that can be taken. Photo credit: Canva

For parents who are in need of having that uncomfortable, but necessary conversation, The Child Mind Institute has these tips:

Be open and direct

Address the issue, how you heard about it, and then give the child time and space to explain what’s going on and how they feel about it. This can be a good time for assessing whether or not professional help might be needed.

Get specific about what you want to see instead

The site gives this example: “If your child excludes other kids, let them know that you expect them to say yes when others ask to play with them.” It also helps to demonstrate these values at home.

Set clear consequences

Seems like the OP might have been onto something. The Child Mind Institute suggest to have some form of punishment, like having their phone taken away, if behavior persist (note that this is AFTER having a conversation though). Alternatively, kids can try to “make amends” by offering a “written apology or doing something nice for the person they hurt.”

Bottom line: Kids who bully aren’t necessarily “bad.” It’s often a coping mechanism for new, intimidating emotional territory. But this is arguably when a kid needs parental guidance the most. So a little tough love is called for.

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'Entitled parent' discovers airline moved their toddler's seat just before flight takes off

Another passenger behaving badly story takes a huge twist.

Photo by Steven Thompson on Unsplash

I took a long Amtrak train trip from Atlanta to Baltimore with my 9-year-old daughter this summer.

As far as I could tell, there was no way to reserve specific seats in coach on our particular train ahead of time. But we arrived as early as we could and, to our delight, were treated to a near empty train. We sat together in a two-person row and had a really nice trip up to Baltimore.

On the way back? We boarded at Union Station and the train, having arrived from New York, was already packed. The conductor told me he would try his best to seat us together but couldn't guarantee it. You should have seen the terror in my daughter's eyes.

It would be a 14-hour overnight train ride. Sitting her next to some stranger that whole time? Absolutely not. No way.

They eventually found us seats across an aisle from each other, which kind of worked, but wasn't ideal. Luckily, the guy I was supposed to sit next on the other side flew into a rage that he wouldn't have a row to himself and stormed off to sit elsewhere, freeing up the row for us.

But for a few horrible minutes, I had become "that dad" desperately asking anyone in the area if they'd be willing to move so we could sit together.

I had become the dreaded entitled parent from all the viral travel stories.

Stories of "entitled parents" desperately trying to get other passengers to switch seats go viral all the time. But a recent thread on Reddit shows why we don't always get the full story.

Description from Reddit of airplane seating snafuReddit

User u/takeme2themtns recently shared a nightmare travel story in the r/Delta subreddit:

"In typical Delta fashion, they just switched up our seats and placed my toddler in a row away from us," they wrote. "Booked three seats ... in comfort plus months ago. Now, several hours before the flight we get notifications that our seats have changed. They put wife and me in exit row seats and the toddler in a window seat a row away."

With no way to fix the seating snafu digitally, the OP would have to rely on the Gate Attendant or even Flight Attendant to make a last-minute change — which would force someone else on the plane to move.

"I’m confident the GA (gate attendant) will take care of it," they wrote, "but it’s still so frustrating that we have to worry about it. I know we see posts like this all the time, but that’s because it happens all the time to people. Delta needs to fix this trashy system."

Another user in the comments wrote to share a similar story:

"I had this happen to me. The check-in person said to talk to the gate.

The gate said to talk to the flight attendant.

The flight attendant told me to ask people to trade seats.

I asked people. People said no. Other passengers started berating me for not planning ahead and saying my lack of planning isn’t their responsibility.

I defended myself by saying I reserved seats months ago and Delta moved me at the last minute. Then passengers started yelling at each other about my situation.

The FA had someone move and I got to sit with my daughter."

The user noted that the situation was chaotic and traumatizing.

These stories are far from rare.


woman carrying baby while sitting on gray seat Photo by Paul Hanaoka on Unsplash

I found another story just like this from a few months ago on the r/United subreddit. The user's family booked seats together only for the system to separate them right before the flight, leaving an 8-year-old to fly seated alone. The flight crew's only solution was to ask other passengers to switch, causing the OP's family to get lots of dirty looks for the duration of the flight.

Having a young child or toddler seated away from you while traveling is just a complete No-Go, for many reasons. But as a dad, leaving a kid of nearly any age to sit alone — even if they're 8 or 10 or 14 — is not acceptable.

It's not just about convenience, it's a huge safety issue. There are plenty of horrifying news stories that support why a parent would do absolutely anything to avoid it.

When we hear these stories, they're almost always framed as the parents being unprepared, lazy, and entitled. But maybe we're missing the point.

boy sitting on plane seat while viewing window Photo by Hanson Lu on Unsplash

A story from January of this year praises a passenger who refused to switch seats with an "entitled dad" as a "hero."

People are fed up with parents asking them to switch out of airline or train seats that they paid good money for. And I don't blame them!

But we need to stop beating each other up and start holding the airlines and other travel companies accountability for putting parents and non-parents into this mess in the first place.

There needs to be a better system for families booking plane and train tickets. When you buy tickets, you have to enter in the ages of the children you're traveling with — so it stands to reason that these mix-ups flat out shouldn't happen!

Families shouldn't have to panic at the gate or on board about this! Other paying passengers shouldn't have to give up their seats!

The good news is that the Department of Transportation has recently gotten involved with a dashboard of which airlines guarantee family seating at no additional cost.

The DOT is looking to even make it illegal to for airlines to charge parents and children fees to sit together. Parents and children under 13 would be required to be seated side by side or immediately adjacent, and if not, they'd get a full refund or free rebooking — it's known as the Families Fly Together Act.

Traveling in 2024 is stressful enough, from seat changes to unruly passengers to high numbers of cancelled flights.

Seating kids and parents together seems like one small problem we should be able to solve.

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Teacher's funny lesson explaining Gen Z terms turned into a brilliant history lesson

His teaching style totally slaps.

@larrylexicon/TikTok

This was a great moment. No cap.

What started out as a lighthearted class presentation quickly turned into a fabulous humanities lesson for all.

A teacher under the pseudonym Larry Lexicon has 1.8 million followers on TikTok, where they tune in to catch the funny-yet-inspirational interactions Lexicon has with his students.

Recently, Lexicon had his class rolling with his meticulously crafted PowerPoint explaining what certain Gen Z words mean.

"All year long I've been listening to you and making a list, which I've compiled here for you — the Gen Z Term Dictionary," he told the class, saying that they should speak up if anything was inaccurate.

Here’s what he came up with.

He took “bruh,” (aka the “staple of their generation”) to simply be the alternative for “bro,” except that “bruh!” can also be used as an exclamation. That was correct.

Although the word “Rizz,” was fairly new to him, he also correctly guessed that this was short for “charisma,” and thus refers to someone who has the ability to charm.

“You can use it in all kinds of ways. Like I’m the Rizzard of Oz!” he joked.

“Bussin” he took to mean that something was good, particularly food. Also correct. He even knew that “bussin’ bussin’” meant that something was really good. Clearly, Lexicon had done his homework.
@larrylexicon Let me know if there are more terms I need to add to my list! #larrylexicon #doyourbuckingvocab #genzterms #teacherlife #highschool #teachersoftiktok #school ♬ original sound - Larry Lexicon

However, a few people pointed out in the comments that many terms have roots in African-American Vernacular English (AAVE). So in his third TikTok, Lexicon chose to make some revisions, and explained to the class why those revisions were important.

"I know you think you came up with a lot of these words, but you didn't, and they've been around for a long time," Lexicon said, noting how parts of AAVE language are at first “looked down upon by society as uneducated or thuggish” yet nonetheless sneak into daily vocabulary through pop culture.

"What happens is it makes its way into like, white suburbia, and you get a middle-aged dorky white dude mislabeling it just for a whole generation as a term dictionary," he said. "And it ends up erasing the importance of it."

@larrylexicon Food smacks, music slaps. Got it. #larrylexicon #aave #genzterms #teacherlife #teachersoftiktok #school #revisions #slaps ♬ original sound - Larry Lexicon

Lexicon then admitted that it was a mistake made by his own ignorance, which was okay, because he was able to take feedback, learn and act on it to grow.

“Being ignorant’s OK, but being willfully ignorant and not doing anything about it — not so OK."

Viewers who have been following Lexicon’s series applauded him for taking the time to make even a silly little powerpoint into an important conversation for everyone involved.

“I love how you’re learning it and then teaching it! This is education!” one person wrote.

“The fact that you came back and showed HOW TO LEARN and that it’s OK NOT TO KNOW but not ok to be willfully ignorant,” added another.

“This is a hell of an example for your students,” read the top comment.

In case you’re curious, here are all the words gathered so far for the newly re-titled "AAVE-inspired Gen Z term dictionary."

  • “Delulu”— delusional.
  • “Eepy”— really sleepy.
  • “Be so for real”— “Are you serious?”
  • “Witerawy”— “Literally,” but with emphasis.
  • "Baddie" — "A pretty girl, typically very curvy and independent." But can also be a guy.
  • "Gyatt" — A substitute for “gosh darn!” typically used in response to seeing a baddie.
  • "Getting sturdy" — A dance usually used when winning, kind of like a touchdown dance.
  • "Bet" — Another way of saying "OK" or "alright." Likely a shortened version of “you bet.”
  • "Slaps" — a verb for when a song is really good. Or food. Maybe? Debate’s still out on that one
  • "Cap" — A lie.
  • "No cap" — The truth.
  • “On god”— undeniable truth.

Lexicon plans to add new words each week throughout the remaining weeks of school. If you’d like to follow along, he can be found on TikTok.


This article originally appeared on 5.19.23

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Woman with an unfortunate name is a warning for parents to consider before naming their kids

Evidently, this is a big problem.

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The recent trend of parents going out of their way to give their children unique names has brought up a lot of discussion on social media. Some of these names sound cute when a child is 5 years old. But will Caeleigh, Zoomer or Rhyedyr look like a serious adult on a job application in a few years?

A recent viral video on TikTok is a unique twist on the current discussion surrounding names. Samantha Hart has a name that doesn’t seem like it would draw any negative attention in professional circles. However, her parents didn’t consider email conventions when they named her back in the late ‘90s when email was new.

“My name is Samantha Hart,” the 27-year-old said. “Most companies use the email designation of first initial, last name, meaning my email would be shart.” For the uninitiated, a shart is an unintentional release when one thinks they only have gas.

The issue arose because Samantha has had two “professional” jobs in the past in which her name has been an issue. So, as she began a third job, she wondered how to approach the situation with a new employer.

@thesam_show

sorry if i talk about this problem too much but it is HAPPENING AGAIN!!

“At every single workplace, I have received an email from HR the week before I start letting me know that my name does not exactly fit the company email structure as they would intend and [asked] would I mind if they gave me a different structure for my email,” Hart said.

So she asked her 30,000 followers on TikTok if she should just "reach out, right off the bat" to her employer and ask for "something else" or wait for HR to react to her email situation. But most of the responses were from people who have been in the same embarrassing situation as Samantha and wished their parents had thought twice before naming them.

"Clittmann has entered the chat. Have been dealing with this since college," Chris.Littmann responded.

"As Swallo, I feel your pain," Samantha Wallo replied.

"My name is Sue Hartlove so my work emails are always shartlove," Sue added.

"I went to college w Tiffany Estes," Abby1233213 wrote.

"Rkelley has entered the chat," Rach commented.

"Worked with a guy named Sam Adcock," Lori added.

"My last name is Hartstein, and my mom’s personal email is ‘shartstein.’ People literally call her shart-stein," Lyss wrote.

"I used to work with a BAllsman," JenniferKerastas added.

"I worked with a Patrick Ecker at a previous job..." NoName wrote.

"Our high school used last name, first two letters of first name. My friend's email ended up being 'mountme,'" Averageldeal commented.

Andy Marks won the comment section with: "Always best to initiate the shart convo… wait too long and it tends to come out at the least opportune moment."

While the comments were dominated by people sharing their unfortunate email addresses, a few people in the IT field shared their advice for how Samantha should approach her new employer with her email issue. Most agreed that she should address the issue before it becomes a larger problem.

"As someone in IT—please reach out. When we have to rename a bunch of logins after someone starts it can cause headaches for everyone (inc you!)," Kelsey Lane wrote.


This article originally appeared on 10.13.23

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