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People's minds can be changed.



How does an entire nation go from obsessive witch hunts to sewing witch costumes for their children? How did Australia go from being a nation of gun lovers to campaigning around the world for stricter gun control? How are climate scientists tackling the conspiracy theorists after years of stubborn denial?



Contrary to what most people think, we are all willing to trade our beliefs for better ones under the right conditions. We are used to thinking of progress as a long arc, taking place over generations. But, with the right cognitive tools, change can be accelerated more rapidly than ever thought possible.



Any person can understand, harness, and put to work those forces to change minds for the better - even their own.

How Minds Change: The New Science of Belief, Opinion and Persuasion