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 or do it here) switches between computer (multi-column) and mobile formats, and also between Small, Medium or Large fonts.

Here's the main site RSS and the RSS for just the blog. Any problems, please contact us.

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


Recent Changes


Added The Eight Point Story Arc to Story Plots. Added Status Conversations to Types of Conversation. Added Brand Pricing to Pricing in Marketing. Added Acknowledgement to Needs. Added Strong Enemy to The Six Secret Teachings in Warfare. Added Why Culture Matters More Than Goals and Diversity And Bias: How to Hear ‘Different’ People Differently to Guest articles. Added Exaggeration and the power of satire to Blog!


Added the entire book How to Invent (Almost) Anything to Creating Minds. 219 pages. Now all free for you. Phew!


Added Adaptive Beliefs to Beliefs. Added Dialog and The Five Ds of Conversation to Types of Conversation. Added Bounded Pricing to Pricing. Added Mackay's Ten Social Desires to Needs. Added Explosive Warfare to The Six Secret Teachings in Warfare. Added Are Errors of Apathy Eroding Your Organization? and Avoiding Resistance or Why New Year’s Resolutions Fail to Guest articles. Added What's the point of 'What's the point?' to Blog!


Added Over-accusing to Interrogation. Added Deliberation to Types of Conversation. Added Benefit Pricing to Pricing. Added SCARF Social Needs to Needs. Added Forest Warfare to The Six Secret Teachings in Warfare. Added Why it’s Worth Learning to Manage Your Face and Getting To Agreement to Guest articles. Added Guarding the royal potato. Or not to Blog!


Added Discussion to Types of Conversation. Added The Price-Quality Graph and the Fair-Value Line to Pricing. Added The Need to Work to Needs. Added Empty Fortifications to The Six Secret Teachings in Warfare. Added Media's Unnatural Selection, Assumptions: Why Being Right Is Wrong and The Horrible Awful Thing That is Wrong with Schools to Guest articles. Added Choice blindness and the taste test to Blog!

Full update history on the Changes page >>>.


And now you can visit our sister site,, for creative learning, tools and quotes (including the free book How To Invent (Almost) Anything). And for business improvement, see the Quality Tools site, Improvement Encyclopedia and the free book (A Toolbook for Quality Improvement and Problem Solving). There's now well over 8500 pages of free and useful knowledge across all our sites.


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