Heart versus Mind

"I know the facts, and in this case I don't think we can believe the facts."

It's a real quote from a real business discussion, uttered by a senior executive of a multi-billion dollar firm to its CEO. And, it highlights a challenge we all face from time to time: dealing with belief via intellectual argument.

In this particular case, the executive in question simply didn't believe in the initiative being discussed. No amount of rational thought, factual research, or data was going to sway him. His heart was involved, and he was afraid of the potential consequences of taking action per the recommendation.

It's a tricky circumstance, dealing with the gut instincts or feelings of leaders who are successful in part because of the accuracy of their inclinations. Forgive the comparison, but it's similar to trying to reason with a religious zealout. When it comes down to "know" versus "believe", faith tends to win out.

So how was the issue resolved? After much consternation and frustration, the project leader tried a different approach to gaining approval. He appealed to the executive's heart. Instead of using research results to prove a point, possibly winning a battle only to lose the war, he found people the executive trusted.

He brought in folks who had either been mentors to the executive, or whose positions gave them a credibility in the eyes of this decision-maker. They didn't talk facts, they discussed concerns. The played out scenarios, talked worst case outcomes, and eventually identified the specific details that were sticking points in the proposal... which turned out to be relatively minor in the end. A few tweaks later, and the project was implemented, but only after swaying the heart of a key stakeholder.

The insight? Know when you're dealing with the mind, and when you're dealing with the heart. Ensure you're prepared for both in every big meeting, and use the right approach at the right time. Each of us is a bundle of thoughts and feelings; there's no denying it. Accept this reality, incorporate it into your efforts to persuade, and evangelize for success.