Building Tension

Fear is a powerful motivator, but it can easily work against us. Too much of it and we become paralyzed, unable to move forward.

Insurance companies use fear. It’s the reason we don’t enjoy buying insurance. Turing what should be a conversation into something that feels closer to coercion. Forcing us to choose between options that don’t suit our wants, needs, desires or aspirations.

Tension works much better than fear. With tension, we’re not pulling customers along, we’re giving them a gentle nudge, showing them what’s at stake and the change that awaits them when they take that first step.

Tension makes us aware of what happens if we don’t act, then shows us the reward of moving forward. It’s not about coercing, manipulating, or stirring up fear. It’s about generously showing people the way, making them aware of what’s possible.

Tanner Garniss-Marsh takes the guesswork out of branding, helping leaders grow their business with branding they and their customers love.


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