Changing Minds

Abstract

Minds are exceedingly hard to change. Ask any advertiser who has tried to convince consumers to switch brands, any CEO who has tried to change a company’s culture, or any individual who has tried to heal a rift with a friend. So many aspects of life are oriented toward changing minds — yet this phenomenon is among the least understood of familiar human experiences. Changing minds is difficult and Gardner acknowledges it takes its own pace — the slow is just as effective as the fast