Let Me Tell You About The Four Doors

Imagine you're standing in a hallway and in front of you are four doors, each revealing something different about the choice your customer is about to make.
Door One shows what wonderful things await if they say 'yes' – let's call this the Rainbow Door. Door Two reveals what problems disappear with 'yes' – the Vacuum Door. Door Three shows what troubles come if they say 'no' – the Storm Door. And Door Four displays what good things they'll miss by saying 'no' – the Farewell Door."
Admit it, you're intrigued.

The Magic of Opening All Four Doors
Let's say you have developed a productivity app to help people do more meaningful work but adoption rates are abysmal. Turns out you've only opened Door One. 'Get more done'

That's great, but what about the other three doors that complete the four?
Door 1 (Add Good):
- Triple your team's output
- Automated task management
- Real-time collaboration

Door 2 (Remove Bad):
- No more midnight email checks
- End status meeting hell
- Stop losing track of deadlines

Door 3 (Add Bad if No):
- Watch competitors outpace you
- Keep losing talent to burnout
- Fall behind in digital transformation

Door 4 (Remove Good if No):
- Miss early-adopter pricing
- Lose chance for white-glove onboarding
- Forfeit free strategy session

It is a very different experience when all four doors are open.

Persuasion isn't about pushing people through one door but helping them see through all four. To move people towards action, open all four doors:

• Show what they'll gain
• Show what pain they'll lose
• Show what storms they'll face
• Show what gold they'll miss

Then let them choose.