How to Make the Invisible Obvious

If people can’t see it, smell it, or touch it, they’ll likely doubt it...just the way our weird lil brains work.

So if you’re selling something unseen (ideas, strategy, impact, trust) you have to give it some kind of form.

• Tell a story.
• Show the outcome.
• Put a face on the intangible.

The manure sells itself. But if it's invisible, you have to prove its value or show its harm.