In This Chapter
• Understanding how people think
• Deploying the four principles of Thoughtful Persuasion
• Objective, biased, and cue-based thinking
• The keys toThoughtful Persuasion
The eager persuasion beginner often jumps into persuasion like it’s a debate—where the person with the best reasons wins and the other guy must change. It doesn’t matter whether the debate concerns voting for the president, selling shoes, the 1927 Yankees baseball team, country music, or who’s going to take the kids to soccer practice: the tactic is always the same. This approach is in the right church but the wrong pew. You most surely can move people with thoughtful, active, and complex persuasion, but you have to understand the ...