The more you know, the harder it is to change someone’s mind
Here’s the bad news: The deeper your understanding of an issue and the stronger your conviction about the solution, the worse you often become at persuasion. This isn’t a character flaw; it’s a law of neuroscience. Once you understand it, you’ll stop wondering why your brilliant ideas and proposals keep floundering in meeting rooms. It’s due to a cognitive trap that the fields of behavioral…
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