It's back to a Dale Carnegie kind of world. His famous book was "How To Win Friends and Influence People." In it and in the seminars Carnegie started we those naive about human nature learn to be persuasive. One of the major Carnegie principles is to explain to others what's in it for them. Be that direct.
For a while, some in the influence industry will remember, the pitch was to do the right thing. That meme was so pervasive that a relative I was on the outs with contacted me. She informed me about a family matter, contending it was the right thing to do. Of course, she had a hidden agenda. I didn't respond.
But, doing the right thing has been vanishing as a mainstream phrase. With a budding recovery, opportunity has returned. Therefore, so has the American tradition of brutal self interest. Last week a client at a non-profit and I sat down to decide on the theme for a fundraising event. He bought into what's in it for you. And much more quickly than I expected.