Why More Information Rarely Results in Greater Understanding

I hear from Nonprofit leaders all the time about how frustrating it is that they've explained their work to decisionmakers a million times and they still don't get it. And you respond by going out and gathering even more convincing data and information, thinking surely this will make them see the light. And then they still don't get it.

I've been guilty of this myself. Of thinking that if I just explain it better, or break it down into simpler pieces or come up with even more powerful data, that they'll finally get it. So I understand. I have beaten my head against that same brick wall many times.

What I finally realized is that until we uncover the reasons for their not getting it, no amount of information or clarity of explanation is going to cause them to get it.

So how do we deal with this? The first thing we have to do is understand what it is that's in the way.

In this episode, we share:

• The two most common issues that are in the way of decisionmakers really hearing your message
• How a decisionmaker’s brain processes your information when it doesn’t align with what they already believe is true
• Two powerful strategies to disrupt the decisionmaker’s thought patterns so your message can get through
• What’s really behind the objections decisionmakers raise about the cost of your services and other money issues
• How to connect your work with what the decisionmaker cares about in ways that resonate and engage
• The most common mistakes that will cause that connection to fail, and how to avoid them

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