How to Sweep Away Skepticism with a Dramatic Demonstration

If you want people to believe in something that’s true-but-hard-to-believe, you simply demonstrate that your product does what you say it does. Show them how it works.

Here’s one famous example …

The history of the elevator is long and rich. But the first elevators weren’t installed until the mid-18th century.

While these elevators were convenient, there was just one potentially fatal problem. If the lift cable broke, the cab dropped — wounding or killing everyone inside.

One enterprising type, a man by the name of Elisha Otis, decided it was time to change that. So, in 1852, …read more