You know your idea is good. You’ve done your homework, and your arguments are well researched and founded. So why isn’t your client or coworker agreeing?
Fear of change is the gorilla in the room, says Rob Jolles, author of How to Change Minds: The Art of Influence Without Manipulation. "It’s the ultimate nemesis to persuasion," he says. "If it’s a small problem in another person’s eyes, fear of change will shoot down any solution. If it’s a big problem, you have to help others move past their fear of change."
