2. Answer every objection with a "why?" And repeat that "why?" until you get to the core of your hesitation. Then you'll know what's really causing the discomfort, and you'll be able to deal with it.
3. Maybe-proof your organization when it comes to rifts. Require someone, anyone, in the company to sign a piece of paper that says, "I heard about this rift from so-and-so, but we're not going to do anything about it, and here's why." Allow people not to sign the paper, but require those people to give the unsigned sheet to their boss, thereby passing the buck -- all the way to the president of the company, if necessary. It will take only about a week for the president to become acutely aware of the opportunities that the company is not taking advantage of.
Walt Disney, Steve Jobs, my mom -- and now you -- have shared the secret of rifting. My mom taught me how to rift, and now I'm passing on the secret -- no, the responsibility -- to you. Go rift!
Seth Godin (sgodin@fastcompany.com) is permission-marketing yahoo! at Yahoo!
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