Selling

The people who are most likely to change our minds are the ones we agree with on 98 percent of topics.

Arguments are like a full frontal attack on a person’s identity. Reading a book is like slipping the seed of an idea into a person’s brain and letting it grow on their own terms.

Clear’s Law of Recurrence: The number of people who believe an idea is directly proportional to the number of times it has been repeated during the last year—even if the idea is false.

The more you repeat a bad idea, the more likely people are to believe it.

Facts don’t change our minds. Friendship does.

When it comes to changing people’s minds, it is very difficult to jump from one side to another. You can’t jump down the spectrum. You have to slide down it.