Change Their Mind: 6 Practical Steps to Persuade Anyone Anytime

Afterword: Get better results, build better relationships, save the world

Most methods we use to persuade simply don’t work.

Even those methods backed by millions of pounds in contexts of the very highest importance don’t work. One systematic meta-analysis of 49 field experiments in political campaigning in US elections found their average effect in changing voters’ minds to be approximately zero.

So we need to do something different if we want to be more effective.

Deep Canvassing: Listening them into it

We started our book with the 2009 vote in Maine that went against LGBT rights and was to be reversed 3 years later. At about the same time, the LGBT community had a similar setback in California when Proposition 8 was voted in, which ...