Neuroscience of Persuasion: Strategies for Changing Minds and Behaviors

There are two options for getting anyone to do anything: You can violently force them oryou can peacefully persuade them. The first option is almost always unethical. So, if you’re an ethical person, your only option for changing people’s behavior is persuasion. Persuasion tends to get a bad wrap, as it’s commonly seen as a tool used only for psychological manipulation. Of course, people can use persuasion for unethical purposes, but the ability to use something for evil is true for all useful tools. Persuasion, or the ability to convince or change someone’s mind, is one of the most important tools in modern life. To get a job, you have to persuade your potential employer to hire you. To sell a product, get more clients, or otherwise increase your business, you have to persuade potential customers to buy from you. If you’re a therapist or coach, you have to persuade your clients to change their thoughts, feelings, and behaviors. To create any kind of meaningful change in society, you have to persuade large numbers of people to see the world as you do.