Why Facts Don't Matter

Why do politicians and their followers dig in their heels and cling to their beliefs even when there is overwhelming factual evidence to the contrary? Everyone has, and is entitled to, an opinion. But what about facts? Most people aren’t going to change their opinion because now more than ever facts don’t matter. 

Why? It’s less politics and more science about how the brain responds.

Let’s begin with this: you build your opinions to keep you safe. It’s the primitive brain. Psychologists call it “motivated reasoning,” “confirmation bias,” or “cognitive dissonance.” Still, in an exchange with someone who has a mistaken belief about any topic, and when the facts are laid out to them thoughtfully and without being confrontational, the conversation often hits a brick wall.

It’s the same with any of us selling a product or service, or raising money. If there is a wall surrounding an opinion, it’s not going to move easily because most people resist changing their opinion. Read more at CustomerMindCode.com


Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.