IDENTITY BEATS REASON
“identity trumps reason. to change minds, change identities first.”
The Lesson
When someone argues from identity (I'm this religion/party/culture), reasons will never convert them. Identity always trumps reason. Instead: target the identity itself. Tell them: 'You seem like the kind of person who's open-minded... who can see both sides... who can change their mind when evidence changes.' Give them an identity to rise to. This is the Jesus technique-telling poor, unwashed people they're actually awesome if they follow. It might be the strongest persuasion, even stronger than fear. People die for identity. Once you reshape their identity, the reasons can follow.
Real-World Example
A founder debates a stubborn board member who's 'always been conservative about expansion.' Facts don't move them. The founder shifts: 'You've always been the one who could see around corners. You spotted X when nobody else did. What do you see here?' New identity offered: visionary contrarian. The board member rises to it, becomes open to the expansion conversation. Identity shifted first, reasons followed.
Watch Scott explain this lesson
Watch Lesson on Locals →