From the Book: The Catalyst: How to Change Anyone’s Mind by Jonah Berger ( Published on March 10 )
How do you do it?
Overall: Remove barriers; Don’t Push
Use Four action-ables to win people over:
1) Reduce Reactance (Make People feel in control)
2) Ease Endowment (People stick with what know)
3) Alleviate Uncertainty (Major Move)
4) Find Corroborating Evidence (Follow up with new info)