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 Reductio ad Absurdum to Fallacies. Added Explicit Memory to Memory. Added Help Them Complete Their Work to Attention. Added Revenge to Needs. Added Secret Letters to The Six Secret Teachings in Warfare. Added The Evolution of Sales Part 1 and The Biggest Difference between Success and Mediocrity for Teachers and Leaders to Guest articles. Added Intelligent Design, the Reversal Trap and Persuasion to Blog!


Added Schwartz Culture Model to Culture. Added Implicit Memory to Memory. Added Chunks to Attention. Added Respect to Needs. Added Secret Tallies to The Six Secret Teachings in Warfare. Added The Real Driver of Great Innovation via Alexander Graham Bell and Pharrell Williams and Decision Makers vs. Influencers to Guest articles. Added How women choose a mate to Blog!


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!

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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Brand management
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+ Assertiveness
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