Research Brief: The Effect of Leading With Insights

Where do diagnostic questions fit into an insights selling model? To maximize message effectiveness, should you ask them before delivering an insight, or after? Corporate Visions contracted with Dr. Zakary Tormala, a social psychologist with expertise in messaging and persuasion, on a research experiment that put those questions to the test.

The study found that the traditional diagnose-then-prescribe approach most often taught today may not be all it’s cracked up to be when it comes to giving you the persuasive impact you need to unhinge the status quo.

To take a deeper dive into the study, and to learn more about the implications it has for your insights-based messages, download our research brief.

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