Four Ways Not to Persuade

01/24/2013

Every child is an artist. The problem is how to remain an artist once he grows up.
Pablo Picasso

Let's say you are the leader of a team and you want to get your team members on board with a new project. Then you should avoid the "Four Ways Not to Persuade" (Harvard Business Review, May 1998):

Attempting the Hard Sell "Management strongly states their position at the outset, and then through a process of persistence, logic, and exuberance, tries to push the idea to a close. In reality, setting out a strong position at the start of a persuasion effort gives potential opponents something to grab onto — and fight against."

Resisting Compromise. "Too many managers see compromise as surrender, but it is essential to constructive persuasion. Before people buy into a proposal, they want to see that the persuader is flexible enough to respond to their concerns."

Relying on Great Arguments. Arguments are only one part of persuasion. "Other factors matter just as much, such as the persuader's credibility and his or her ability to create a proper, mutually beneficial frame for a position, connect on the right emotional level with the audience, and communicate through vivid language that makes the argument come alive.

Assuming Persuasion is a One-Shot Effort. "Persuasion is process, not an event. Rarely, if ever, is it possible to arrive at a shared conclusion on the first try."

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