Persuasion is not about convincing people to do something they don’t want to do but to give them a reason for them to do something they want to do.
When you cannot change reality, the only thing you can do is to change the way its interpreted.
Top level framing models for persuasion
- Flight versus Flight
- Us versus Them
- Right versus Wrong
Perception of reality
- Seeing is not believing. Seeing is belonging
- People want to belong more than they want to be right