If you want to change

If you want to change

minds...

If you want to change the mind of a scientist, do more science. Do better science. Get your hands on the data set and prove your assertions.

• If you want to change the mind of a bureaucrat, bring more power.

• If you want to change the minds of the nerds, build something that’s new.

• If you want to change the mind of a teenager, amplify the other teenagers.
•  If you want to change the mind of the audience, put more emotion into your story.
• If you want to change the mind of a believer, bring in the perceived authorities.
• If you want to change the mind of a banker, eliminate risk.
• If you want to change the mind of an engineer, build a prototype.
• If you want to change the mind of a hustler, show the money.
• If you want to change the mind of a sports fan, win the game.
• Other people don’t believe what you believe, and they don’t see what you see.