The region of rejection

“The region of rejection” refers to the zone around people’s beliefs where they are unwilling to consider new ideas. Catalysts can avoid this zone by finding the movable middle, where people are more likely to shift their position, or by asking for less to make change more manageable.

They can also switch the field and find an unsticking point by exploring related directions where people are not so dug in. To be successful, it’s important to locate potential users who need the offering, chunk the change into smaller, more manageable pieces, and start with the areas of agreement to build from there.