Making Connections... "If you had a choice, which would you prefer -- to process 10 times as much information or to be 20% more persuasive?" That's Michael Schrage's provocative question. Most people choose the latter.

Persuasion -- not just knowledge -- is the key to success. But how do you persuade people? Sounds like I should read Howard Gardner's new book, Changing Minds: The Art and Science of Changing Our Own and Other People's Minds (to be published in April).

Gardner argues that to change minds you need to create a "narrative" that is different from the currently perceived reality. (New York Times, Feb 8, 2004) Stories then will define this new reality. Better yet, "Embody the story that you're telling." It's the emotional connection to a narrative that enables people to change their behavior.

As the marketplace evolves, real estate companies must adjust to current realities like improving customer service, outsourcing business processes, and strengthening market intelligence. So what stories are you telling your colleagues? Are you persuasive?

Spread the Word... Many thanks to Randy Chamzuk at Quickspace.com for sponsoring this week's Dispatch. Quickspace is an Internet marketing solution designed to tell your story -- quickly. If you want to spread the word about your product or service, sponsor the Dispatch. Send e-mail or call 415-485-6700.

--Peter Pike