Having spent the past two decades helping Fortune 500 brands and leaders embrace the changes they'd rather fight or ignore, Michael McQueen understands what it takes to change even the most stubborn minds. But persuading others is getting harder and harder. In our ideology-driven and polarized age, certainty has taken the place of curiosity and open-mindedness has given way to obstinance. Drawing on the latest discoveries in disciplines ranging from neuroscience to behavioural economics, McQueen suggests that we are too often using nineteenth- and twentieth-century techniques to change twenty-first-century minds-and are wondering why it's not working. What we need is an upgrade in our understanding of what it really takes to influence others.
