We mistakenly believe that changemaking and persuasion are only about getting someone’s attention by creating awareness of an issue or option, and then presenting people with rational arguments that will convince them to make choices we find desirable. But both the science and what we witness in the world around us prove otherwise. Research in the fields of psychology and behavioural sciences demonstrates that people make irrational decisions all the time. We are not driven only by reason and logic. Emotions also play a big part in how we react, what we decide, and whether we choose to change.

Persuasion is the ability to change a belief or behaviour. We persuade by appealing to reason or understanding. But the process of persuasion is more complex than just presenting the information and expecting people to make an objective judgement or rational choice. One of the mistakes we make when we’re attempting to persuade is to only appeal to the thinking person and his rational mind. Messages that resonate deeply connect with people’s feelings. Successful ideas appeal to people’s hearts, not just their heads.

We don’t just persuade people to act. We move them to act.

*Adapted from The Right Story.*

Image by Garry Knight