Is persuasion possible?

This is an epic discussion between Mark Schaefer and Keith Jennings exploring 50 years of cognitive research and a conclusion that it is almost impossible to change a person's deeply-held beliefs. Certainly this is a massive marketing challenge. But at least under three conditions, change is possible. And in fact, we may be in the perfect storm of opportunity. Get out your pen and paper. You're going to be taking notes on this one!