How to Change Minds

4The Blueprint for Changing Minds

Those who manipulate put their faith in the right argument.

Those who influence put their faith in the right question.

Influence may begin with trust, but it can go nowhere without urgency. To learn the art of influence, you must learn the art of urgency. Remember that fifteen years of research tells us that eight out of ten people are aware they have an issue but they just don’t want to do anything about it. Well, I’m only allowed to say this once, so I’ll say it now: If you master any techniques from this book, master the techniques taught in this chapter. Clearly, I’m setting you up for the most important part of the process here, and yet, as important as I feel these tactics are, that doesn’t mean these tactics ...