One death is a tragedy. One Million is a statistic.
This fundamental deficiency in our humanity, as it has been called, is a weird phenomena. Why can we be so emotionally moved by an individual’s story, and yet so unmoved by the story of millions of individuals?
We don’t really know, but this research shows that this phenomena does in fact exist, and that its implications seem to stretch well beyond life and death situations.
No matter what your goal, whether it’s fundraising, managing a team, or just selling widgets, always personalize the message. Always look to make heroes and poster-boys. This isn’t as hard as it sounds: you can turn people into willing evangelists if you merely do a great job, or provide something unexpectedly nice.