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 Unconditional Concessions to Negotiation Mistakes. Added Romance Conversations to Types of Conversation. Added Cost-Plus Pricing to Pricing in Marketing. Added The 4S Needs Net to Needs. Added Crow and Cloud Formation in the Marshes to The Six Secret Teachings in Warfare. Added Speaker or Listener: Who's At Fault? and How a Slight Tweak in Words Changes Your Entire Organization to Guest articles. Added Rejection-and-retreat in action to Blog!


Added The Evolutionary Ruleset to Evolution. Added Romance Conversations to Types of Conversation. Added Confusion Pricing to Pricing in Marketing. Added The Need for Autonomy to Needs. Added Crow and Cloud Formation in the Mountains to The Six Secret Teachings in Warfare. Added Motivation Is An Inside Job and Is Your Job Just a Job? to Guest articles. Added Frat House Psychology to Blog!


Added In-Your-Face to More Persuasion Methods. Added Bonding Conversations to Types of Conversation. Added Competitive Pricing to Pricing in Marketing. Added The Need for Approval to Needs. Added Martial Enemy to The Six Secret Teachings in Warfare. Added The Unpacking Technique and The Mental Shortcut That Dumbs Down Your Mind to Guest articles. Added Displaced anger and control freakery to Blog!


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!

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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