Ignorer la navigation
How to Change Anyone’s Mind
Article

How to Change Anyone’s Mind

People instinctively resist being forced to do things differently. Instead of pushing, try removing the barriers that stand in their way.


résumé audio créé automatiquement
résumé audio créé automatiquement

Editorial Rating

7

Qualities

  • Well Structured
  • Overview
  • Concrete Examples

Recommendation

Persuading people to do your will can be challenging. Many people compulsively resort to stubbornness when they feel cajoled, sometimes even saying no in situations where they’d normally say yes. How, then, do you get someone to adopt your point of view? Marketing professor Jonah Berger dives into the heart of persuasion. His condensed set of tips offers a crash course in the gentle art of arm-twisting.

Take-Aways

  • To persuade others, remove any barriers to their taking your desired position.
  • Make others feel empowered – not compelled – to pick your preferred option.
  • Expose the hidden costs of not taking action.

About the Author

Jonah Berger is a marketing professor at the University of Pennsylvania.