Mario Moussa, co-author of The Art of Woo: Using Strategic Persuasion to Sell Your Ideas and learning director of Strategic Persuasion Workshop: The Art and Science of Selling Ideas, says, “Persuasion isn’t about the strength of your ideas, or your argument. You might have truth on your side and have developed an iron-clad case, but facts and logical arguments don’t motivate people to act. Logic just puts a structure around things we already believe. To change someone’s mind, you need to replace the ‘hyperrational’ with the social, by making a connection.”
Here’s an interesting article from Wharton on the power of influence:
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