Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell.
Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell. On a smaller scale, you might think of a particularly sticky argument where you struggled to get your point across, or the broader, seemingly intractable debates that play out on the national stage. Founders looking to win over customers with their product know this frustrating feeling all too well, whether they’re trying to draft copy that convinces, develop features that add value — or get prospects to even pick up the phone.
But Jonah Berger wants to let you in on a little secret: You can change anyone’s mind with a little bit of science. Through his research, Berger talked to dozens of change agents across all different disciplines — from top salespeople and founders to hostage negotiators, substance abuse counselors, and parenting experts. In all lines of their work, he found people tended to run into the same five barriers to change, which he distilled down into a helpful five-step framework called REDUCE (reactance, endowment, distance, uncertainty, and corroborating evidence).
Author: Jonah Berger
Source: “First Round Review”
Subjects: Entrepreneurship, Marketing / Sales
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