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The Psychology Behind Influence & Persuasion: Insights from Engage24

I recently spoke about influence and persuasion at the Engage24 conference in London.


 Here’s what I covered: 


👉 Kurt Lewin’s classic research on how to persuade people to eat offal, as well as his classic force field approach to change.


👉 Cognitive traps like confirmation bias and the backfire effect, which can derail decision-making in teams and organisations. 


👉 Robert Cialdini’s six principles of persuasion and how to use them in the real world.


Influence isn’t about bombarding people with logic; it’s about connecting with emotions, motivations, and needs.


😉 Who knew offal could be the secret weapon for winning hearts... and stomachs? (If you weren’t there, you missed out!)


The best management accountants don’t just use a spreadsheet to influence strategy - they engage hearts and minds.


Interested in learning more about influence and persuasion…get in touch!




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