How we change what others think, feel, believe and do

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Welcome to, the largest site in the world on all aspects of how we change what others think, believe, feel and do. There are already around 7000 pages here, all free and with much more to come!

NEW: The Settings page (also in menu) switches (or do it here) between computer (multi-column) and mobile formats, and between Small, Medium or Large fonts.

(Any problems, please contact us).

Dave is now on LinkedIn with groups Changing Minds and Social Influence.


Recent Changes


Added Peer Pressure Principle to Persuasion principles. Added Negotiation Roles to Negotiation articles. Added Attention and Taking Breaks to Attention. Added Recognition to Needs. Added Encouraging the Army to The Six Secret Teachings in Warfare. Added Negotiation tricks from top salesmen, Why We Wait, Before Giving It Our Best and Are Customers' Complaints Addressed Effectively? to Guest articles. Added Big Ideas to Blog!


Added Rules to Values. Added Outrage to Emotions. Added Factors Underlying Cialdini's Six Principles to Cialdini's Six Principles of Influence. Added Emphasis and Attention to Attention. Added Reason to Needs. Added The General's Awesomeness to The Six Secret Teachings in Warfare. Added Managing Customer Expectations and Why Customer Service People Still Give Terrible Customer Service to Guest articles. Added The Father of the Bride to Blog!


Working on making site mobile-friendly.


Working on making site mobile-friendly.


Working on making site mobile-friendly.


Working on making site mobile-friendly.


Added Fear and Greed to Emotions. Added Click, Whirr to Cialdini's Six Principles of Influence. Added Incompleteness and Attention to Attention. Added Purpose to Needs. Added Appointing the General to The Six Secret Teachings in Warfare. Added How to communicate change and get leaders to drive it, Why Words Matter and How to Choose the Right Ones and Sales is a Flawed Model to Guest articles. Added Ground rush, buffers, exceptions and weddings to Blog!


Added Agree and Amplify to More persuasion methods. Added Scarcity to Cialdini's Six Principles of Influence. Added Confusion and Attention to Attention. Added Prosperity to Needs. Added Selecting Generals to The Six Secret Teachings in Warfare. Added Why The GM “Don’t Blame Me” Problem Really Happened, Steps Along The Buying Decision Path and Strengthen Your Career Commitment to Guest articles. Added In search of the perfect phone to Blog!


Added Prime and Prompt to More persuasion methods. Added Authority to Cialdini's Six Principles of Influence. Added Sensitivity and Attention to Attention. Added Power to Needs. Added A Discussion of Generals to The Six Secret Teachings in Warfare. Added The Grim Satisfaction of the Subtle Skeptic, Change your Mind and You Will Change Your Life and Showing Your Appreciation to Customers to Guest articles. Added The Conformance-Consulting Dilemma to Blog!


Added Three Human Drivers to Motivation. Added Liking to Cialdini's Six Principles of Influence. Added Novelty and Attention to Attention. Added Play to Needs. Added The King's Wings to The Six Secret Teachings in Warfare. Added Why Giving Everyone a Trophy Sets Us Up for Failure at Work, and Life, Seize the Opportunity and Managing Yourself When Dealing With Unhappy Customer to Guest articles. Added The winkler's dilemma to Blog!


Full update history on the Changes page >>>.


And now you can visit our sister site,, for creative learning, tools and quotes. And for business improvement, see the Quality Tools site and Improvement Encyclopedia. There's now well over 8500 pages of free and useful knowledge across all our sites.


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