Friday, June 01, 2012


Persuasion and Influence are seen as the Holy Grail in many professions. From trade unions to advertising agencies, the clamour to change minds, alter perceptions and shift entrenched positions is deafening.

I'd be surprised if nearly every being on the planet hasn't attempted to sway another being at one time or another. It's endemic...but does it work?

My experience of persuasion has often been that the more effort one applies, the more resistance one encounters. And that, most definitely, also applies to sales and marketing.

There is another way. It's counter-intuitive; it's very simple; it's quite difficult; it works in a mysterious way...

It's listening.

Yes, you heard...

Listening is the most effective form of influence and persuasion. Now what do you think?

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