If you want to persuade someone with facts, steer clear of identity and ideology

Edited excerpt from I Don’t Want To Be Right by Maria Konnikova:

Until recently, attempts to correct false beliefs haven’t had much success. Brendan Nyhan, a professor of political science at Dartmouth, published the results of a three year study whose goal was to test whether facts, science, emotions, or stories could make people change their minds. The result was dramatic: none of the interventions worked.

When there’s no immediate threat to our understanding of the world, we change our beliefs. It’s when that change contradicts something we’ve long held as important that problems occur. If information doesn’t square with someone’s prior beliefs, he discards the beliefs if they’re weak and discards the information if the beliefs are strong.

False beliefs, it turns out, have little to do with one’s stated political affiliations and far more to do with self-identity: What kind of person am I, and what kind of person do I want to be? All ideologies are similarly affected.

Facts and evidence may not be the answer everyone thinks they are: they simply aren’t that effective, given how selectively they are processed and interpreted. Instead, why not focus on presenting issues in a way keeps broader notions out of it—messages that are not political, not ideological, not in any way a reflection of who you are?

(1) Perhaps stories are more persuasive than facts. See: How to make your talk or presentation gripping and memorable.
(2) And perhaps emotions are more persuasive than facts. See: By the end of your talk or presentation, you should be talking love.

2 thoughts on “If you want to persuade someone with facts, steer clear of identity and ideology

  1. Pingback: Lessons from Trump: the most powerful marketing leaves room for imagination | A Founder's Notebook

  2. Pingback: Fact-based persuasion takes time | A Founder's Notebook

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