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The Power of Persuasion
John Donvan: In your book, you go through several examples of situations where there was an individual or a party or an organization motivated to change somebody else's mind. And you found that they had discovered in some ways studied up for or stumbled upon techniques for being more successful at that. What's your favorite example from the book about that? It's hard to pick. So I can reduce it to two. One is focused on fact-based persuasion and the other is focused on attitude and value-based. This is the great magic of writing a book like this in research. I could have never expected this was going to be a thing.