If we’re trying to persuade a skeptical audience to believe a new message, the reality is that we’re fighting an uphill battle against a lifetime of personal learning and social relationships. It would seem that there’s nothing much we can do to affect what people believe. But if we’re skeptical about our ability to affect belief, we merely have to look at naturally sticky ideas, because some of them persuade us to believe some pretty incredible things.

In this chapter we’ve seen that the most obvious sources of credibility—external validation and statistics— aren’t always the best. A few vivid details might be more persuasive than a barrage of statistics. An anti-authority might work better than an authority. A single story that passes the Sinatra Test might overcome a mountain of skepticism. It’s inspirational to know that a medical genius like Marshall had to climb over the same hurdles with his idea as we’ll have to climb with ours—and to see that he eventually prevailed, to the benefit of us all.

We hedge all the time. We note that we think something will work, that a solution could be effective, or that an alternate approach might work better. We suggest that something seems like a good course of action or that, in our opinion, something else is worth trying.

But without our realizing it, hedging can undermine our impact, because while we’re sharing our thoughts or recommendations, by hedging, we’re simultaneously undercutting them. We’re suggesting that we’re not sure those thoughts and recommendations are worth pursuing.

That doesn’t mean we should never hedge, but it certainly means that we should use hedges more deliberately.

Sometimes we hedge on purpose. We want to signal uncertainty, that we’re not sure, or that

an outcome is unclear. And if that’s the goal, hedging can be great. But often we hedge without even realizing it. We’re so used to qualifying statements that we toss in a hedge just because. And that’s a mistake.

Having all the answers is usually the wrong answer. People need to see you listening and assimilating their information. If you don’t pause to ask questions and circle back when you have more data, you will lose credibility and trust.