The greatest challenge in communications is getting a buy-in.
Buy-in is not a simple acknowledgement or even an assent. It is a commitment to own that which is being communicated about — whether it’s simple awareness, agreement or action — taking action, that is.
Whether discussing communication between individuals or to and with groups, the greatest challenge and very often the ultimate frustration is buy-in.
Perhaps that is where propaganda or manipulation or fear comes in. Buy-in requires a change from a current position, attitude or opinion.
Making change is huge. Change requires communication that goes beyond attention, awareness and understanding. We resist. We want to make change on our own volition — if we even want to make change at all.
Getting buy-in is a major undertaking in an organization where a major transformation is afoot. Getting buy-in on the marketing front is what it’s all about! Getting buy-in from an individual is where it all starts. First one, then several, then a multitude.
After all these years in one facet or another of communications, I’m set on trying to develop a repeatable strategy for achieving buy-ins.
