Preface
NO MATTER HOW LONG YOU WORK on a book, and how much you try to anticipate its reception, there will always be surprises. This was certainly true in the case of Changing Minds. As it went to press at the beginning of 2004, I conceived of the book as a synthesis of my own studies in cognitive psychology, with special reference to the issue of how one goes about changing minds. The primary audiences were readers in business, a new audience for me, and readers in education and psychology, audiences that I had long addressed.
The first surprise came even before the book was published. I received a phone call from the office of Ralph Nader, who was launching his campaign for president. The campaign had not been going well, and the caller said ...
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