How to Change Minds

2Inside the Minds of Those You Are Changing

Those who manipulate obsess on persuasive tactics they can follow.

Those who influence obsess on understanding the decision process followed by those they are persuading.

For over twenty-five years I have polled audiences regarding the unique decisions they make, and through various economic crises, a couple of wars, and a handful of other historic moments, I’ve learned one important thing: People go through repeatable, predictable steps when they make changes, regardless of the specifics of the decision in question. Understanding how people make decisions is critical when learning how to change minds and influence another’s behavior. As with many great ideas, discovering this process was almost an ...