David McRaney
When facts fail to persuade, how do people actually change their deeply held beliefs? It turns out that genuine mind change requires empathy, active listening, and providing a safe space for self-reflection.
People resist changing their beliefs because doing so often threatens their sense of identity and belonging within their social groups.
Presenting contradictory facts usually backfires by causing individuals to double down on their original viewpoints to reduce cognitive dissonance.
Effective persuasion requires building trust and rapport before ever discussing the details of a disagreement.