Writing about this subject could encompass several entire books. For the purposes of this article, I will simply present one quick-to-make basic recipe for creating irresistible forces. Having learned a basic recipe, you can then go on to try others from the various cookbooks for preparing public opinion and attitudes. Much has been written on the subject.

A Dash of Demand

The formal practice of shaping public opinion for commercial purposes is fairly new. Governments have worked on accomplishing this for political purposes from the earliest days.

Demographics, money flows, the weather, and many other large irresistible forces are mostly beyond the ability of one country or organization to influence, although some do try. The Chinese government has been changing family structure for some years now with its policy of one child per family.

The U.S. Federal Reserve coordinates financial policies such as interest rates with countries around the world in an effort to affect global economic activity. Manufacturers are constantly making innovations in housing and clothing to reduce the weather's effect.

Perceptions are easier to influence than many other areas of irresistible forces. Current popular trends will inevitably become unpopular. But can the unpopular be made popular?

Edward Bernays, the founder of modern public relations, once told a story about having a client who had bought too much red fabric one year and sales were poor. Undeterred, Bernays invited the most fashionable people to a special party where the women were to all wear red dresses. Amid much newspaper publicity generated by Bernays, red soon became the rage for dresses and the client prospered.

Robert Cialdini of Arizona State University has pointed out that social proof often guides behavior. For example, at the height of the disco craze, some disco owners delayed admitting customers, creating long waiting lines on the street even when there was plenty of room inside. The purpose?

To benefit from Cialdini's observation: "Since 95 percent of the people are imitators and only 5 percent initiators, people are persuaded more by the actions of others than by any proof we can offer." If lots of people are waiting to get in, then most of us would conclude that this must be a trendy club that we should go to.

In a similar way, you may be able to create demand among those who set the trends of irresistible forces and thus influence many others:

(1) Manufacturers often provide their new products for free to prestige accounts, hoping to get those accounts to provide testimonials for the product.

(2) Publishers send free galleys of their books to periodicals, hoping to garner favorable reviews that will later appear in advertisements and on the jacket cover.

(3) Companies use public relations and advertising all the time to shape public opinion about what is "in" and what is "out."

Even the smallest enterprise can use these tools to help create or shape irresistible forces.

About the Author:
Donald Mitchell is an author of seven books including Adventures of an Optimist, The 2,000 Percent Squared Solution, The 2,000 Percent Solution, The 2,000 Percent Solution Workbook, The Irresistible Growth Enterprise, and The Ultimate Competitive Advantage. Read about creating breakthroughs through 2,000 percent solutions and receive tips by e-mail by registering for free at www.2000percentsolution.com .

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