BRAINWASHING VERSUS HYPNOSIS
“hypnosis is willing. persuasion changes wanting.”
The Lesson
Can you hypnotize someone to do something they don't want? The answer depends on definitions. Hypnosis (as practiced) involves a willing subject working toward a shared goal. By definition, they want the outcome. But persuasion (advertising, marketing, influence, even a friend convincing you to golf instead of work) changes what people want all the time. You planned to work, friend calls, now you want to golf. Did you do something you didn't want? Or did your wanting change? If you don't believe in free will, the question is meaningless. Our wants are infinitely malleable through influence.
Real-World Example
A founder wants their team to adopt a new process. They could force it (mandate), but that creates resistance. Better: change what the team wants. Associate the new process with things they already want. Less meetings, faster shipping, more autonomy. Once their wanting changes, adoption is natural. You didn't force behavior; you influenced preference.
Watch Scott explain this lesson
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