The law of linking

Creating value means enabling new behavior.

But new behavior won’t occur unless people see the change is linked to a benefit.

Benefits are only things that help people gain on a goal or eliminate a problem in the way of the goal. Basic, but true.

Your offers must be credibly linked to helping customers (…patients, bosses, co-workers, etc.) gain on a goal or solve a problem in the way of this goal, else it will not enable new behavior. This is the law of linking.

If you want to improve your effectiveness at creating value, improve the link to helping your audience gain on an important goal or remove a problem in its way.