It's been said, "The spaces between the notes create the music." The same can be said of great designs. In Matthew May’s wonderful book, In Pursuit of Elegance, he describes how spaces can be used in design and seduction.
"Seductive ideas rest on our ability to spark the kind of intrigue that will keep the imagination engaged."
Market research studies show that people like a product less when they know too much about it. This is labeled as the "Blissful Ignorance Effect." The research showed that consumers like a product better when there’s a moderate knowledge gap. The researchers identified three parts of seduction:
Mr. May writes that the three parts of seduction all boils down to playing hard to get. So it’s interesting to notice that Elegant Design concepts can be applied to persuasion, design, and dating. That’s right, I did say dating. When a guy goes on that first date, he may have a tendency to talk to impress — Leaving nothing to the imagination, he describes his car, his job, and even his take-home pay.
Seduction by reduction can be a lot more effective. Describe a little about yourself and leave a lot to her imagination. Be mysterious. Let her fill in the spaces. Her imagination will attribute sterling qualities to you that you would have never thought of.
Of course, we’ve all had first dates with a potential employer, and our persuasion skills determined if we were able to attract that dream job.
Your persuasion skills are magnified when you arouse curiosity by demonstrating a gap in knowledge. Many managers resist great ideas even if the idea is a no brainer. So persuading people as though they were persuaded not, increases the odds of your idea being embraced.
This demo story shows how creating a space and an engaging experience, attracted managers to an idea they soon caressed and cared for as if it were their own.
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