The 2022 Porchlight Marketing and Sales Book of the Year A brain-bending investigation of why some people never change their minds—and others do in an instant

Publisher's description: Minds are exceedingly hard to change. Ask any advertiser who has tried to convince consumers to switch brands, any CEO who has tried to

A myth-shattering exploration of the science and the secrets of changing minds faster than we ever thought possible.

Surely you know plenty of people who need to make a change. But despite your well-intentioned efforts, they resist—because even when it’s in their best inte