I once worked with an organization that had launched a successful communication campaign for its strategy with posters that simply said, “Got strategy?” The posters, which had white printed on a black background and was printed with the same font as the “Got milk” ad campaign, also included a date — that of the next round of communication, when people would find out what the strategy was, and why it was important to know. The change agents at that organization relied on the premise that if you want people to pay attention, instill curiosity.
It’s the curious who follow clues and seek out answers, whether they wonder what a poster is talking about or they want to find out if there is a solution to a problem. If curiosity killed the cat, it was because the cat was actively trying to satisfy that curiosity, and not resting lazily in the sun as a cat would otherwise do.
Entice people to wonder about the change initiative by adding an element of mystery. Give them a question to ponder so they are waiting for an answer. (Just make sure the question will be answered!)
How might you instill curiosity?
Read more of the 99 Ways to Influence Change.