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The spiritual benefits of fasting
The rituals and practices during Ramadan
The importance of community and charity during Ramadan
Framing: Use words that amplify values, stress the vision’s importance and, if necessary, disparage opposition.
Scripting: Assign protagonist and antagonist roles. The word “we” eliminates potential tensions.
Staging: Requires logistics, settings and props that imparts meaning.
Performing: Enact scripted behaviours and relationships.
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Focus on communicating meaning by enabling followers to become emotionally invested in change by being part of the larger narrative.
This communication approach spurs its constituency through imagination towards a common goal.
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The method was flawlessly employed by Steve Jobs who announced the MacOS 10, by staging a funeral for Mac OS 9.
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