How to Build Messages That Build Buy-In

This book by Tamsen Webster provides a step-by-step process to make big ideas compelling and actionable. It introduces the concept of the 'Red Thread,' which is the throughline that connects an idea to the audience's problems and solutions, making it tangible and actionable. The book helps readers build a story around their idea using elements such as Goal, Problem, Truth, Change, and Action. This approach is designed to guide audiences through the maze of ideas and options, inspiring them to take action. Webster draws from her extensive experience in marketing, TEDx events, and working with major organizations to provide practical strategies for delivering memorable presentations, keynotes, marketing campaigns, and more.

This book by Tamsen Webster focuses on creating lasting change in organizations, markets, and individual lives. It introduces nine 'persuasion proverbs' that outline the behavioral, cognitive, and psychological principles necessary for sustained action. Webster challenges conventional change management methods and offers a powerful alternative to standard tactics of influence and persuasion. The book is designed to help leaders transform lukewarm prospects into passionate believers by aligning their approach with the forces that sustain change, rather than relying on manipulative or short-term strategies.