How we change what others think, feel, believe and do

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Welcome to, the largest site in the world on all aspects of how we change what others think, believe, feel and do. There are already around 7000 pages here, all free and with much more to come!

NEW: The Settings page (also in menu or do it here) switches between computer (multi-column) and mobile formats, and also between Small, Medium or Large fonts.

Here's the main site RSS and the RSS for just the blog. Any problems, please contact us.

Dave is now on LinkedIn with groups Changing Minds and Social Influence.


Recent Changes


Added Number Rounding to How to Get a Bigger Tip.  Added Background Music to Creating Cognitive Load. Added Personal Expertize to Kellerman and Cole's 64 Compliance-gaining Strategies. Added The Comma Effect to Pricing in Marketing. Added Buy a Lighted Tractor: Four Business Rules From a Winemaker and How the Sales Industry Colludes in Failure to Guest articles. Added Telling Tales of Woe to Blog!


Added Creating Cognitive Load to General Persuasion Techniques, also adding Ambiguity to this. Added Not Seek Compliance to Kellerman and Cole's 64 Compliance-gaining Strategies. Added The Sound Duration Effect to Pricing in Marketing. Added We Don’t Know How to Hear Each Other: how biases distort our conversations and Do Your Pronouns Reveal You as a Giver, or Taker? to Guest articles. Added Six evolutionary principles to keep your company going forever to Blog!


Added Tolerance and Action in Belief to Beliefs. Added Magical Realism to Storytelling articles. Added Negative Affect to Kellerman and Cole's 64 Compliance-gaining Strategies. Added The Odd Number Effect to Pricing in Marketing. Added 12 Dirty Little Secrets: why buyers don't buy and Is it Coaching, or a Critique? Perspective Changes Everything to Guest articles. Added The need to remember our dark side to Blog!


Added Reflective vs. Reactive Thinking to Preferences. Added Charitable and Reciprocal Motivations to Motivation. Added Nature of the Situation to Kellerman and Cole's 64 Compliance-gaining Strategies. Added Discounting to Pricing in Marketing. Added Two Reasons People Panic at Work and How to Stop Doing That and The How of Heart to Guest articles. Added Tanzanite, Ammolite, Korite and the marketing of gemstones to Blog!

Full update history on the Changes page >>>.


And now you can visit our sister site,, for creative learning, tools and quotes (including the free book How To Invent (Almost) Anything). And for business improvement, see the Quality Tools site, Improvement Encyclopedia and the free book (A Toolbook for Quality Improvement and Problem Solving). There's now well over 8500 pages of free and useful knowledge across all our sites.


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