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My training as a lawyer and experience trying cases before juries and arbitrators should have provided me with the skill to change people’s minds.

But I’m not very good at it.

I was okay when I was wearing my lawyer hat. But in those instances, the jury or arbitrators had to either decide for me or my adversary. It was not as much about changing minds as selecting a side.

I can’t recall a single instance where I held a view different from another person’s, explained the basis for my belief, and succeeded in changing their mind.

I’ve asked thousands of audience members if their experience is similar to mine. Everyone agrees.

Why is persuasion so difficult?

This issue is important to advisors because you

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