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Seth Godin blogs:

There’s no point whatsoever in having a meeting designed to elicit change if the attendees are insulated against changing their minds. ...

Ironically, the setting and tone of a conference room work to create precisely the opposite effect. Business meetings (and sales calls) are custom-made for failure. People walk in and are reminded (in an overwhelmingly Proustian way) that this is the place to stand your ground, this is the place where good arguments carry the day and build careers, and weak-kneed flip-floppers hurt their careers. When was the last time you changed your mind in a conference room?

...Well, you can argue against human nature or you can follow a two part strategy:

1. sell to people in the mood to flip. ...

2. Start a cascade of small flips....