September 6-9, 2022

third eye

Boston, MA

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Tamsen Webster

Find the Red Thread
Founder, Chief Message Strategist

Part strategist, part storyteller, part English-to-English translator, Tamsen Webster helps experts drive action with their ideas. Tamsen honed her trademark Red Thread approach in and for major organizations like Johnson & Johnson, Harvard Medical School, and Intel, as well as with hundreds of individual founders, academics, and thought leaders. She's a former TEDx Executive Producer and current Idea Strategist. She's also author of Find Your Red Thread: Make Your Big Ideas Irresistible.

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The Logic of Emotion: How To Make Inaction Impossible

You may have noticed a problem with the age-old “problem/solution” formula for driving action from your messages and marketing: it doesn’t always work! That’s an issue when your job depends on your content converting clients. Unfortunately, presenting *only* the audience’s problem and your solution misses an important fact about them: your audiences aren’t rational decision-makers, they’re rationalizing decision-makers. They tell themselves stories to justify what they do, and your content needs to create a “moment of truth” in your audience’s mind—a realization that makes inaction impossible.

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