What It Takes to Change Hearts and Minds

COLIN BEAVAN – Some years ago, the communications psychologist John Marshall Roberts said at a talk I attended that there are three ways of converting people to a cause: by threat of force, by intellectual argument, and by inspiration. The most effective of these methods, Roberts said, is aligning communication about your cause with the most deeply-held values and aspirations of your friends, relatives, neighbors, and fellow citizens. To get people’s total, lasting, and unwavering support, in other words, we should try neither to cajole them judgmentally nor convince them forcefully. We should inspire them toward a vision that they—not we—can really care about.