A thought-provoking exploration of how people really change their minds, and how persuasion is possible.

We like to believe that people make up their minds when they hear a strong, persuasive argument backed up by facts- that if people hear both sides and deliberate rationally, they will change their views to reflect the evidence. Yet the current social and political climate has disproven this conventional wisdom. How, then, are we supposed to reason with whom people we don't see eye-to-eye?

Combining contemporary philosophy and psychology with real-world stories, But What If You're Wrong? explores the art of persuasion. Author Eleanor Gordon-Smith shows why resistance to evidence often comes from a place of sheer self-preservation and fear; why we feel shame in admitting we are wrong; and why who to believe is as important, if not more, than what to believe.

Throughout, she offers practical tools for changing people's minds, as well as being more receptive to changing our own minds. This fascinating book will completely change the way you look at the power of persuasion.