Whether the subject is climate change or the life span of unicorns, when you cite demonstrable facts to counter another person’s belief, a phenomenon that researchers call “the backfire effect” takes over. Your brilliant marshaling of data not only fails to persuade the believer, it backfires and strengthens his or her belief. The believer doubles down on his or her position – and the two of you are more polarized than ever. If.

Marshall Goldsmith Quotes

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