A colleague recently sent me an article debunking various running myths with facts from recent research. Doctors, researchers and scientists were interviewed and agreed that many long-held beliefs about running simply don’t hold water. Why did this article have such an impact on me when I know that changing minds takes more than facts?
The runner’s mindset
I’ve identified myself as a runner for a long time. As with many runners, I’ve tried all sorts of different gear whether it be shorts, socks or waist-belts; I’ve tried minimalist shoes, stability shoes, different heel heights, changed my foot strike and stride; I’ve tried every fuel out there (not food—too pedestrian)… this list reminds me of the amount of money I’ve spent on the simple art of running so I’m going to stop here. (It’s not just me, though. Check out the article on the Vibram Five-Finger shoe class-action suit.) I have long believed that eventually running will ruin my knees and feet so I’ve been very strict about training for races. I always prepare well. Or so I thought.
A mind changed
In short, the Outside Magazine article blew my doors off. It made me reconsider why I have long believed so many of the myths they claim are just that. For example, you don’t have to run 20 miles in your marathon training – simply go out for time. What?! I was thrilled to hear this as the training is way too time-consuming for a working mother of three (and her new puppy—for another blog post). I was over the moon to hear I don’t have to fuss with remembering to try to strike mid-foot every time I land AND I can wear traditional (read, comfortable) sneakers.
So, how can one article make a longtime runner throw away her steadfast beliefs and change behavior?
Three keys to changing minds
1. Credibility is key: Outside Magazine is a trusted source. It has been around for over 40 years. It is an award-winning publication with a fantastic reputation amongst outdoor enthusiasts. Their brand reputation makes it easy for readers to trust what they have to say. It doesn’t hurt when what they have to say makes so much intuitive sense.
2. Facts by research: Solid research is critical for me. Outside Magazine has research from experts at some of the leading organizations across the country: Mayo Clinic, Johns Hopkins School of Medicine and Harvard—that’s a pretty solid list.
3. Timing is everything: It just so happens that I was ready to hear this information now. I had to abandon my most recent marathon stint because I couldn’t keep up with the training. Finding time to run 18, 20, up to 40 miles a week is daunting. I enjoyed hearing that miles don’t matter. Put in the time, and you’ll be fine. My sister, Jeanne, is a perfect example of this. She’s jumped in at the last minute in more than a few marathons. Also, I started to have knee trouble and I thought it was due to my marathon training. I loved hearing that running doesn’t actually destroy knees!
So when you are working with us to put your change message out in the overcrowded media markets, you won’t be surprised if we remind you of these important elements: Creating a brand that people trust, validating the product or service, AND hitting the audience at the right time. Take it from this newly transformed runner.
——- photo via flickr: Three Golden Keys
