A reason persuasion is surprisingly difficult

by Seth Godin
Each of us understands that different people are swayed by different sorts of arguments, based on different ways of viewing the world. That seems sort of obvious. A toddler might want an orange juice because it's sweet, not because she's trying to avoid scurvy, which might be the argument that moves an intellectual but vitamin-starved sailor to take action. So far, so good.Read the full article