Cognitive dissonance is central to many forms of persuasion; changing beliefs, values, attitudes and behaviors. It’s a high-tension state between two opposing beliefs, often inducing confusion, then anger and finally an intense desire to correct the imbalance and rediscover consonance (RESONANCE).
Rather than using cognitive dissonance by manipulating people into making decisions they wouldn’t normally make, e.g. by asking someone a daft question (e.g. (“Do you ever worry about your monthly outgoings and wonder how you could reduce them?”) before pitching… the new way involves turning the mundane on its head, giving us a jolt to make life-altering choices.