You Don’t Have to Change Their Minds—You Need New Information to Create New Decisions

We often strive—unsuccessfully—to change people’s minds. But direct attempts at persuasion can backfire, making others dig in deeper. Behavioral research shows that convincing someone to flatly admit, 'I was wrong,' is rare; instead, people are more willing to make new decisions based on new information that wasn't available before.

Savvy communicators focus not on overturning established choices, but on finding fresh details, incentives, or changes in context that allow the other person to choose differently—without feeling foolish or defensive.

By treating each 'no' as the natural outcome of what the person knew at that moment, you keep the door open for new conversations. This mindset helps avoid stalemates, preserves relationships, and invites ongoing dialogue. Whenever possible, focus on making it easier for someone to say 'yes' to new facts rather than admit to errors.

Next time you hear a firm no—whether from a friend, teammate, or customer—take a step back. Instead of pushing or repeating your old talking points, calmly ask what would have to change for their answer to become yes. Be patient as they consider your question, then respond with new information (not old arguments) that matches what they said. You may find that new—never previously considered—decisions are much more common than you first think.