Changing people's minds isn't easy. Advertisers and politicians spend their lives trying to master the art. Pollsters try to make it a science. Spouses and parents and lovers, well they try to do it every waking moment.
There are so many agendas, and so many interests aimed at influencing our minds that we almost reflexively resist. The psychologist Howard Gardner has come up with a framework for understanding how we change our minds, and what it takes to engineer that mental U turn. He shows how the master persuaders, people like Gandhi and Margaret Thatcher did it, and using examples of ordinary people, Gardner shows us just how to drive significant shifts from one way of thinking to a dramatically new direction. Sounds dubious?
