hello，I'm Dr Rob Young. I'm an organizational psychologist and a coach at a consultancy called Talent space.

I'm gonna talk to you about how you can influence and persuade more effectively perhaps the most important lesson to understand when you are trying to change someone's mind is that people are not entirely rational. we all have emotions and desires wired into our brains.

For example，we all have great like an effection for certain people，brands，projects&causes，at the same time，we may dislike or even have great distaste for certain other people ，and often we may not be able to justify where why this may be the case.

So if you're trying to change someone's mind and you are relying purely on logical or financial argument you could be hampering yourself and this is as true for one colleague as your boss or a room full of customers and clients.

Now one device that you can use to inspire emotions in other people and helpfully change their minds is to tell them a story

Think about a situation that you have been with a real person that illustrates the point that you are trying to make. for example when I'm working with salespeople I oftenly don't talk about all of the clients or customers that you work with talk about one individual. one client organization or perhaps a specific small group of people that you worked with explain what you did with them and the result that they got because when you talk about detail that's when you bring something to life. you make it much more concrete and memorable. broadly speaking，there are 2types of story that you can tell there is either a success story where you can talk about what someone else did in order to succeed. or a warning story where you can talk about what other people did when they experienced a failure or a mistake. in terms of success the idea is that in talking to one person over there might talk about another person who adapted an idea that you are proposing or perhaps they had access to a product or a service that you provide. and then you talk about what they did that enabled them to achieve the success. the point is that in hearing about this success story some one may feel inspired and excited that they could experience this level of success too or a warning story that you can tell the idea here is that you talk about a mistake or a problem that someone else experienced a failure. perhaps because they did not follow through on your idea. or they did have access to a product or service you provide.

In telling the story the idea is to actually bring in details about what someone actually did. don't talk about salespeople in general，Instead telling an individual u work with.like most recent I worked with someone who was a 30sth year old sales manager working in a what agency who sold XX to people who wanted XXX in particular and tell u about what I did with this individual and the lessons that he learned then that should in theory be much more concrete and memorable to uu. or imagine that you have identified a problem in your business and u go to your boss with a proposal about how to fix it. of course you go with a written business case about what the logical argument is but also suggest you go talk to people in the business to find out what issues are facing them. so you can get their feelings and thoughts on the issues that way you can report back to your boss on not only what the quantitative data says about this problem，but also what people are qualitatively saying their thoughts and feelings the story how it effecting them that will makes you have a much more rounded balanced case to make to your boss