“New opinions often appear first as jokes and fancies, then as blasphemies and treason, then as questions open to discussion, and finally as established truths.”
I find this George Bernard Shaw quote to be a great articulation of:
- …the entire sequence of clients’ evolving opinions when exposed to a new idea/opinion (provided the planner/agency is successful in the process of convincing the client their idea/opinion is right and “truth” is established).
- …why truly original (not irrelevant) ideas consistently get a lukewarm reception in focus groups as this “testing” method only allows for the initial reaction/opinion to be gauged (jokes and fancies + blasphemies). New opinions, thoughts, ideas and perspectives always take time to get used to. This holds true in the communication industry as well. The initial reaction is more often than not that of skepticism and doubt. Just think of the church’s reaction to Galileo’s news that the world is round.