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What’s your RTB?

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in Leaders & Managers,Workplace Communication

Trying to motivate your employees to accept new goals or an organizational change? Give them a “Reason to Believe” (RTB). It should capture the gist of why something matters and how everyone’s buy-in will make a difference. If you’re a marketer, you know that RTBs compel people to pay attention by neatly summarizing a product’s benefits. Example: When Gillette launched its Mach3 razor, the nine-word RTB was “closest shave ever in fewer strokes—with less irritation.” For managers communicating a challenge, RTBs include “shortening our turnaround time to beat the competition.”

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