The Science Of Changing People’s Minds

“Instead of attacking you with facts of why you’re wrong, I tell you a story of somebody a lot like you who is struggling with this concept privately and trying to figure out what to make of it…By hearing this story and by living the story…then you have a little bit more hope through this empathetic process that they’ll be more vulnerable to changing their minds.”

“If you look at tracking studies over the last forty, thirty years you will see an unending rise in cynicism, decline in empathy, unending decline in trust, and rise in distrust at the same time. So if you see that kind of environment, people don’t want to be tricked or fooled. So if you think about anything from native advertising to influencer marketing, you have to be careful that you’re doing it for the right reasons and with the right techniques.”

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