Simulation Fluency You have to see it to believe it

We often say, “I’ll believe it when I see it.” Well, it turns out, the reverse is also true: the easier it is to imagine something, the more likely we are to believe it. That’s the power of Simulation Fluency.

Our brains are like virtual reality machines, constantly running simulations to help us make sense of the world. The more vivid those simulations, the more persuasive an idea becomes.

Think about it: if you can clearly picture yourself driving that new car, feeling the wind in your hair, you’re way more likely to head to the dealership, right? That’s Simulation Fluency at work.

Compelling visuals, immersive experiences, and captivating stories all enhance our ability to simulate, making desired outcomes feel more attainable and enticing. It’s why we buy lottery tickets even if we know the odds. After daydreaming about winning, the mental simulation makes it feel almost real.

The more vivid the mental picture, the more convincing the possibility. That’s why great storytellers and marketers don’t just tell – they help us see and feel.

Simulation in Action: Three Business Applications

Let’s explore how you can harness this cognitive principle in the business world:

• Product Experiences that Pop: Instead of simply listing features, immerse potential customers in the experience of using your product. Create interactive demos, virtual tours, or compelling videos that allow them to vividly imagine themselves enjoying the benefits of your offering. If you can spark that emotion, customers will be more enticed to buy.

• “What if”Scenarios: Help clients visualize the potential outcomes of their decisions by creating realistic scenarios and simulations. Combine your standard data modeling with great storytelling to help them visualize different outcomes, guiding them towards the best choice.

• Leading with Vision: Inspire your team by painting a vivid picture of a shared future. Craft compelling narratives, use evocative language, and create opportunities for them to experience the vision firsthand. This shared mental simulation can foster buy-in, boost morale, and fuel collective action towards your goals.

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This Month’s Challenge: The Simulation Experiment

This month, we challenge you to harness the power of Simulation Fluency in your professional life.

• Choose Your Target: Identify a persuasive goal, whether it’s securing a new client, motivating your team, or launching a new product.

• Craft the Simulation: Design an experience that allows your audience to vividly imagine the desired outcome. This could involve a compelling presentation, a hands-on demonstration, or an immersive storytelling experience.

• Observe the Impact: Pay close attention to how your audience responds. Do they seem more engaged? More persuaded? More likely to take action?

And feel free to give it a whirl in your personal life too. Sell your partner on your next vacation by imagining the endless beaches, romantic sunsets and bottomless daiquiris. 

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Want to Learn More? Check out these great resources:

Simulation Fluency is covered (sometimes with different names) in several of our favourite books on persuasion. Check out Thinking Fast and Slow by Daniel Kahneman, Made to Stick by Chip and Dan Heath, or The Dragonfly Effect by Jennifer Aaker and Andy Smith.