Pain First, Solutions Second

The more comfortable someone is, the less they'll hear you…

Not because they're difficult, but because comfort makes your message invisible to their attention system.

Evolution wired us this way: ancestors who noticed predators survived, while those distracted by comfort didn't.

This creates a paradox for communicators.

To get someone to actually hear your solution, you must first make them feel the problem.

Not by manufacturing fake urgency (we've all gotten those emails), but by revealing existing pain hiding in plain sight.

Consider insurance.

One salesperson starts with "Let me show you this great policy."

The other asks "What would happen to your family if you couldn't work for six months?"

Same product, different offer…

And completely different attention levels.