How to Change Minds about How to Change Minds

In this lecture David will take us through the science of why it’s so hard to change minds, not just when it comes to new policies, new courses of action, and new ideas that challenge previous conventions, but how hard it can be to to change minds about how to change minds.

With a better understanding of the psychology and neuroscience of resistance to both change and the adoption of that change – and how it all affects “stickiness” – you’ll learn how, although these challenges are unavoidable, we can work with them and not against them to create change that sticks.