Idea Ripper // ArchiveCards: 1555 [Live] | Updated: 2026-10-14
Card #c1233IR // #c1233Synthesis

"Here’s the operating principle: All other things being equal, you’ll be most persuasive to the people with whom you have the closest connection."

— In our words · Source: This Is the Plan (Ben Wikler)

[Use when]

You want to change minds and are about to start with the widest, least personal channel available.

[Why it matters]

Wikler ranks outreach by how close the relationship is. Talking to undecided friends and family sits at the top. Shouting at strangers online sits at the bottom. Campaigns call the first one "relational organizing" and treat it as cutting-edge, though it is old.

Filed under situations:When you need a yes and they’re not there yet

More from This Is the Plan

#c1234"Keep a CONSTANT WATCH on the DOUBTFUL VOTERS, and from time to time have them TALKED TO by those IN WHOM THEY HAVE THE MOST CONFIDENCE."You need to win over a wavering group and are deciding who should deliver the message. #c1235"Whenever a new way to reach someone unsolicitedly and cheaply pops into existence—mail, texts, Facebook messages—it has a brief twinkling…Your team is excited about a new cheap outreach channel because early numbers look great. #c1236"The most recent review of the available evidence found that a conversation with someone at their doorstep in a “high-salience” election…You're asking people to do slow, low-yield outreach and need them to understand what success looks like.

Same situation, different book

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