3Change the Way You Change Minds
There are three kinds of men, ones that learn by reading, a few who learn by observation, and the rest of them have to pee on the electric fence and find out for themselves.
—Will Rogers
Once you’ve identified the behaviors you want to change, you’re ready to do what most people are looking to achieve when they buy a book on influence—to convince others to change their minds. After all, before people will change their behavior, they have to want to do so, and this means that they’ll have to think differently. But as you might suspect, when it comes to profound and resistant problems, convincing others to see the world differently isn’t easy. In fact, others are very likely to resist your attempts to reshape their ...
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