Jefferson Fisher
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Appearances Over Time
Podcast Appearances
I'm not.
I'm fighting now your identity.
And people will go to the ends of the earth.
They will close off everything.
They will box their ears to prevent having to change one second of their identity.
Why?
Because that change feels extremely scary.
That's why evidence doesn't work.
When you show people statistics on things, how can you possibly believe this?
And they go, I just, no, it doesn't matter.
They will justify it.
They will flip it.
They will find ways to take what supports them or reject anything that doesn't.
It's because it's now part of their identity.
So if you want to change somebody's mind, number one, you have to validate them.
Two, you can't argue against the identity.
You have to argue against the value.
You have to find the value, speak to the value.
And three...
Understand that one conversation is generally not enough.