Persuade the Brain, Not the Person

There is a scientific explanation for why people reject reasonable offerings. The brain’s reaction to new ideas is driven by instincts, emotions, and logic. Interestingly, the instinctual and emotional brain parts mostly overrule the thinking brain. In other words, neuroscience is firmly holding that humans do not predominantly behave based on reason. Dale Carnegie said over 100 years ago:“When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.”