<html><head><meta http-equiv="Content-Type" content="text/html charset=utf-8"></head><body style="word-wrap: break-word; -webkit-nbsp-mode: space; -webkit-line-break: after-white-space;" class=""><a href="http://www.spiritofchange.org/mind-spirit/What-It-Takes-to-Change-Hearts-and-Minds/" class="">http://www.spiritofchange.org/mind-spirit/What-It-Takes-to-Change-Hearts-and-Minds/</a><br class=""><div class=""><br class="webkit-block-placeholder"></div><div class=""><br class="webkit-block-placeholder"></div><div class=""><h1 class="article-title" style="margin: 0px 0px 0.25em; font-family: 'Playfair Display', serif; font-weight: normal; line-height: 1.2em; text-rendering: optimizelegibility; font-size: 33px; display: inline-block; width: 786.25px; font-variant-ligatures: normal; orphans: 2; widows: 2;">What It Takes to Change Hearts and Minds</h1><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class=""></span><h3 class="deck" style="margin: 0px 0px 0.75em; font-family: 'Open Sans', sans-serif; font-weight: normal; line-height: 1.3; color: rgb(113, 113, 113); text-rendering: optimizelegibility; font-size: 17px; font-style: italic; font-variant-ligatures: normal; orphans: 2; widows: 2;">To get someone’s support, you need more than just facts.</h3><div class="by-line" style="font-size: 11px; font-family: 'Open Sans', sans-serif; letter-spacing: 2px; text-transform: uppercase; font-weight: bold; margin: 0px 0px 10px; display: inline-block; width: auto; font-variant-ligatures: normal; orphans: 2; widows: 2;">BY COLIN BEAVAN, YES! MAGAZINE</div><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class=""> </span><div class="share-tools" style="display: inline-block; vertical-align: middle; float: right; height: 32px; padding-bottom: 10px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2; top: auto;"></div><br style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2;" class=""><div class="datepublished" style="margin-bottom: 1em; font-style: italic; font-size: 13.5px; color: rgb(102, 102, 102); font-family: 'Open Sans', sans-serif; display: inline-block; font-variant-ligatures: normal; orphans: 2; widows: 2; top: auto;">Published: <time datetime="2017-03-12 10:59" pubdate="" class="">March 12, 2017</time></div><span style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class=""> </span><br style="font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2;" class=""><div id="article-image" class="image-container" style="float: left; margin: 0px 15px 5px 0px; max-width: 100%; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2; width: 450px;"><div class="data-picture-block" data-picture="" data-alt="" style="margin-top: 0px;"><div data-src="/images/cache/cache_1/cache_f/cache_1/13950400_s-8583e1f1.jpeg?ver=1493267003&aspectratio=1.5" style="margin-top: 0px;" class=""></div><div data-src="/images/cache/cache_7/cache_3/cache_0/13950400_s-aadf5037.jpeg?ver=1493267003&aspectratio=1.5" class="data-media-block" data-media="(max-width: 767px)"></div><div data-src="/images/cache/cache_d/cache_9/cache_5/13950400_s-639e359d.jpeg?ver=1493267003&aspectratio=1.5" class="data-media-block" data-media="(max-width: 480px)"></div><img src="http://www.spiritofchange.org/images/cache/cache_1/cache_f/cache_1/13950400_s-8583e1f1.jpeg?ver=1493267003&aspectratio=1.5" alt="" style="max-width: 100%; height: auto !important; vertical-align: middle; border: 0px; width: auto; float: left; margin-right: 20px; margin-top: 10px; margin-bottom: 10px;" class=""></div></div><p style="margin: 0px 0px 20px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2;" class="">Some years ago, the communications psychologist John Marshall Roberts said at a talk I attended that there are three ways of converting people to a cause: by threat of force, by intellectual argument, and by inspiration.</p><p style="margin: 0px 0px 20px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; font-variant-ligatures: normal; orphans: 2; widows: 2;" class="">The most effective of these methods, Roberts said, is aligning communication about your cause with the most deeply-held values and aspirations of your friends, relatives, neighbors, and fellow citizens. To get people’s total, lasting, and unwavering support, in other words, we should try neither to cajole them judgmentally nor convince them forcefully. We should inspire them toward a vision that they—not we—can really care about.</p>
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