“Compared to WHAT?”

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“Compared to WHAT?”

Research shows that we can change how someone feels about anything based on what we give them to feel before that thing.

(Perceptual Contrast is the Scientific Term—discussed in the 2.7min YESENTIALS® Explainer Video above…it’s often referred to as “framing”.)

Because: Nothing “is”. Everything is “what we compare it to.”

  • Is something “expensive”? (or is it “cheap”)
  • Is it “new”? (or old)
  • Is it “easy”? (or difficult)

Is someone “fit”? Are they “beautiful”? Is their boat “big”? (I learned in the Hamptons last summer… “Someone’s always got a BIGGER BOAT.”)

The only answer is “Compared to WHAT?”   

Before we go into any meeting where our goal is to engage, to get a yes, the two questions you and your Team should consider asking are:

1.     What do you want them to FEEL? …about YOU, about YOUR FIRM, about your REQUEST or your PROPOSAL…

2.     What will you structure for them to feel BEFORE THAT?

It is up to you to create the Framing.

Yeah? BAM!

This is a big one.

This concept was first illustrated in the 17th century by a Scientist (John Locke) using three buckets of water… (watch video above for more)

Want more YESENTIALS® for your Team?

There are 26 Modules– this is one.

NEW! Quarterly “Open Enrollment”

YESCALATE® Workshops for 2024

  • live with Dean Minuto via Zoom
  • Small Group size to allow for Individual Participation
  • Next OPEN WORKSHOP is March 4th
  • please find updated schedule with all Open Workshop dates
  • and registration links at


to register yourself / your Team.

This Module (on the 3 Buckets) is one of

  • the 26 YESENTIALS® covered in
  • the 3-hr YESCALATE® GET TO YES FASTER Workshop with Dean Minuto.
  • Dean has presented it to more than 1,100 CEO Groups (and their Teams privately)

Relevant to every industry (as reflected in Vistage CEO Group Membership)

  • 100% of attendees found tools they could apply immediately.
  • Tools for situations where they wanted to get more collaboration, a specific commitment, or behavioral change–
  • as one Vistage Chair put it (last week in St Louis, thank you Cindy!) “There are easier ways to do hard things.”

CEOs that are Members of Vistage COMMONLY ASK:

“How can we have you share these tools with our Team?”

  1. This spurred our introduction of a Quarterly “Open Enrolment” Virtual Event for Vistage Members and Dean’s private clients
  2. To register their individual Team Members to learn the essentials of yes– the YESENTIALS®– in a format similar to a Vistage CEO Meeting
  3. Ideal for your Individuals and Teams in Sales, Marketing, Service, Engineering, HR, Underwriting, Project Management, Finance, Strategy and Learning & Development.

With your success in mind,


Dean Minuto

Vistage Speaker of the Year 2014/15

Vistage Top Performer Award for 2021 and 2022

©2001-2023, Dean Minuto, Teligent Corporation. YESENTIALS® Tools of Engagement, THE ESSENTIALS OF YES®