How to Change People's Minds?

Katy, one of the things that i feel most intimidated by is challenge of how it is we can change people's minds. I'm wondering if you have any concrete ideas on how we can motivate people to engage in that exploration. We all have deeply entrenched views within us. Purposely going on a mission to challenge those yous is not exactly the most fun adventure. And so how do we incentivize people to go on those little missions?