The Most Convincing Source

Psychologists have long found that the person most likely to persuade you to change your mind as you. And a most convincing source is often the one closest to your audience. When we support our argument with a small number of cohesive, compelling reasons, we encourage them to start doubting their own opinion. We don't have to convince them that we are right, we just need to open their minds to the possibility that they might be wrong.