Who are the non-believers, and how do we avoid them?
Non-believers disagree with our mission and will never see value in what we’re creating, no matter how we explain or improve it. They’ll drain our energy without contributing to progress.
Avoiding them isn’t about hiding but about being intentional with our attention and resources, focusing our message on those ready to hear it, and designing for those who share our core values.
We must be specific enough so that non-believers self-select out, so clear about our purpose that those who don’t share it roll their eyes the other way, and focused enough in the change we seek that we attract those who resonate with what we set out to achieve.
Trying to convince non-believers always means destroying what makes believers believe in the first place.