Convincing someone to change their mind is really the process of convincing them to change their tribe...The way to change people’s minds is to become friends with them, to integrate them into your tribe, to bring them into your circle

→ James Clear, Why Facts Don't Change Minds

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It is neither your job nor the job of your brand to change somebody's mind. Mostly because that's not how minds work.

Sound reason or conflicting facts or mounting evidence do not convince us. Proclamations of superlatives or the listing of certifications do not persuade us.

Our minds change only when it is safe for them to change.

That, then, is your job.

To create the environment in which it is safe for a mind to change.

Focus exclusively on the environment & you'll make the change.

Focus exclusively on the change & you'll make a lot of noise.

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Functional Branding exists to help change-makers make change. If you're running high on passion & hunger but low on strategy, I can help. Hit reply. Let's talk.