1. Reason. Present the idea’s pros and cons, including its context and relevance to the situation at hand.
2. Research. Back up your reasoning with solid data.
3. Resonance. Tailor your idea so that it’s meaningful to your audience.
4. “Redescriptions.” Keep your message consistent across all kinds of media and formats.
5. Resources and rewards. Disseminate your idea, and provide incentives for people to adopt it.
6. Real-world events. Use them to bolster your idea, anticipate problems and create new product ideas.
7. Resistance. Identify and defuse any resistance (conscious or unconscious) to your idea.
— Adapted from “Seven Levers for Changing Minds,” Lauren Keller Johnson, Harvard Management Update.
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