William Ury: The walk from "no" to "yes"
William Ury is a very smart guy. His book Getting To Yes is among the most successful guides to negotiation.
His TED talk is about what he calls the third side in any negotiation. It's about getting out of your own head and out into the world where both you and your opponent have to live.
In many ways, marketing is like negotiation, and your target customer is like your opponent. In this model, the third side is the community that your customer belongs to. From the beginning, Rebel has advised clients that understanding the demographics and psycho-graphics of consumers is not nearly enough. You have to understand the community — how it functions, what it values, the ways that influence moves throughout.
You won't get this from research reports. You get it by walking the path. You get it by physically walking through the community, virtually visiting the websites and Facebook groups, reading the magazines, listening to the music. You get it by talking to people.
If you aren't willing to do that, you're not ready to negotiate with people to earn their attention, much less their hard-earned dollars.