Sell the Vision: Using Simulation Fluency to Drive Decisions

Editor’s note: This is part three of a four-part series with Ben Wise, co-founder of Captivate. In this third installment, Ben dives into simulation fluency — the cognitive ease with which we can mentally imagine a scenario, and how that ease makes the outcome feel more real and achievable. Over the next few months, Ben will share valuable insights from his experience to help you master the art of persuasion.

We often say, “I’ll believe it when I see it.” It turns out the reverse is also true: the easier it is to imagine something, the more likely we are to believe it.

That's the power of simulation fluency. Our brains are like virtual reality machines, constantly running simulations to help us make sense of the world. The more vivid those simulations, the more persuasive an idea becomes.

Think about it — if you can clearly picture yourself driving that new car, feeling the wind in your hair, you're more likely to head to the dealership, right? That's simulation fluency at work.

Compelling visuals, immersive experiences, and captivating stories all enhance our ability to simulate, making desired outcomes feel more attainable and enticing. It's why we buy lottery tickets even if we know the odds are against us. After daydreaming about winning, the mental simulation makes it feel almost real. The more vivid the mental picture, the more convincing the possibility. That’s why great storytellers and marketers don't just tell — they help us see and feel.

Simulation in Action: 3 Business Applications

Let's explore how you can harness this cognitive principle in the business world:

1. Product Experiences that Pop: Instead of simply listing features, immerse potential customers in the experience of using your product. Create interactive demos, virtual tours, or compelling videos that allow them to vividly imagine themselves enjoying the benefits of your offering. If you can spark that emotion, customers will be more enticed to buy.
2. What if Scenarios: Help clients visualize the potential outcomes of their decisions by creating realistic scenarios and simulations. Combine your standard data modeling with storytelling to help them visualize different outcomes, guiding them toward the best choice.
3. Leading With Vision: Inspire your team by painting a vivid picture of a shared future. Craft compelling narratives, use evocative language, and create opportunities for them to experience the vision firsthand. This shared mental simulation can foster buy-in, boost morale, and fuel collective action toward your goals.

This Month's Challenge: The Simulation Experiment

This month, we challenge you to harness the power of simulation fluency in your professional life.

1. Choose Your Target: Identify a persuasive goal, whether it's securing a new client, motivating your team, or launching a new product.
2. Craft the Simulation: Design an experience that allows your audience to vividly imagine the desired outcome. This could involve a compelling presentation, a hands-on demonstration, or an immersive storytelling experience.
3. Observe the Impact: Pay close attention to how your audience responds. Do they seem more engaged? More persuaded? More likely to act? Feel free to give it a whirl in your personal life, too. Sell your partner on your next vacation by imagining the endless beaches, romantic sunsets, and bottomless daiquiris.

Closing the Loop: Make It Real, Make It Stick

Whether you’re selling a product, pitching a proposal, or rallying a team, success often comes down to this: can people see it? Simulation fluency gives you the power to make ideas feel real before they exist, and that makes them more compelling, more memorable, and more likely to drive action.

When you help your audience mentally step into the future you’re painting, you’re not just sharing a vision, you’re inviting them to believe in it and ultimately help bring it to life. The next time you’re trying to persuade, don’t just explain, help them imagine. That’s where the magic happens.

Want to Learn More?

Simulation fluency is covered in several popular books on persuasion, sometimes under different names. Check out “Thinking, Fast and Slow,” by Daniel Kahneman, “Made to Stick: Why Some Ideas Survive and Others Die,” by Chip and Dan Heath, or “The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change,” by Jennifer Aaker and Andy Smith.