A Practical Workshop in Persuasion and Change

A Practical Workshop in Persuasion and Change

The Heart of Changing Minds @ David Straker Changing Chang ing Works Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 1 Long ago and far away Changing

Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 2 Mad, bad and mystical? Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 3

Just pulling strings? Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 4 Facts (and more facts)? Changing Works

The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 5 Chewing into it Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 6 Eventually

Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 7 Talk to the elephant more than the rider Conscious, rational Unconscious, irrational Changing

Works See: Jonathan Haidt, The Happiness Hypothesis, Basic Books, 2006 The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 8 How do people decide? Changing Works The Heart of Changing Minds (c) Changing Works Ltd

DS 171010 Page 9 We really do feel feelings Changing Works Nummenmaa, L., Glerean, E., Hari, R. and Hietanen, J.K. (2013). Bodily maps of emotions, Proceedings of the National Academy of Sciences of the USA, 111, 2, 546-651 The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 10

The Core Pattern for Changing Minds Information Information Changing Works Trust Trust The Heart of Changing Minds (c) Changing Works Ltd Tension Tension Closure Closure Commitment

Commitment DS 171010 Page 11 The experience of tension I fear I am What is Etc. I have not Gaps I want

What may be I want to be What should be Etc. Scalar = (Gaps)Gaps) Vector = Motivation Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 12 Yerkes-Dodson curve

Performance Boredom Performance Tensionseeking Flow Overload Reliefseeking Collapse Tension Changing Works The Heart of Changing Minds (c) Changing Works Ltd

DS 171010 Page 13 Tension management Escalate Current Tensions Reduce Current Tensions Add New Tensions Changing

Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 14 Cialdinis Six Principles Changing I nformation Trust Tension

Closure Commitment Reciprocity Consistency Social Proof Authority Liking Scarcity Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010

Page 15 Hotel booking tensions Reciprocity Consistency Social Proof Authority Liking Scarcity (Source: booking.com)

Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 16 SPIN selling I nformation Trust Tension Closure Commitment

Situation Questions Problem Questions Implication Questions Need-Payoff Questions Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 17

Major tension-closure pattern Hurt Changing Works The Heart of Changing Minds (c) Changing Works Ltd and Rescue DS 171010 Page 18

Principled Negotiation I nformation Trust Tension Closure Commitment Go to the balcony Step to their side Make it easy to say yes Make it hard to say no Deploy your BATNA Changing Works

The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 19 Online intensification Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 20 Persuasive technology

Source: http://www.iftf.org/uploads/media/FoP_lg.gif Changing Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 21 Its a bit like photography by D avidS traker Changing

Works The Heart of Changing Minds (c) Changing Works Ltd DS 171010 Page 22 Thank You For more, see http://changingminds.org Changing Chang ing Works Works The Heart of Changing Minds (c) Changing Works Ltd

DS 171010 Page 23

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