Journalistic Polarity

I’ve often been struck by how similar the job of a journalist can be to new business salespeople. The Times columnist Simon Barnes passed on this pearl about his tuition:

“It’s the first thing you learn on local newspapers — something’s happening? Then for God’s sake find somebody who’s against it. They’re building a bypass? Find the people whose lives will be ruined by its construction. They’re not building a bypass? Find the people whose lives will be ruined by its absence. They’ll be the good guys; the local councillors, whichever decision they make, are the bad guys.”

It’s an essential steer when thinking of a significant solution sale. There will inevitably be two camps. Who’s for change, and who’s against? Rally the former and you’re onto a winner.

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