Cognitive inertia presents a barrier to changing minds, gaining buy-in, and closing deals. Learn to combat cognitive inertia authentically.
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Changing people's minds is necessary for success. I know what you're thinking: Why? How? What? But if you deconstruct what success looks like, across various settings, you find that most jobs involve changing people's minds in some way - taking them from point A to point B. Sales is an obvious application of this concept. In order to close a deal, a sales rep has to convince you that you need his product. His job is to change your mind from thinking you don't need it to thinking that you do. Then your new mindset will drive you to action - in this case, making a purchase. Marketing is the same way. Marketers change people's minds by making them feel a certain way about a brand. You may feel confused about what to buy your mother for her birthday, but when you see an ad in which a parent happily enjoys a basket of cookies her daughter gifted her, your mind is changed - instead of feeling confused, you now know Mrs. Fields is about to make a visit to your mom's house. In another example, you may feel you know everything there is to know about technology, but an ad on the side of your screen may introduce a new solution you haven't heard before, and in clicking through and engaging with a company's content, you may become awakened to a new train of thought, effectively changing your mind by adding knowledge. All writing, really, works on changing the minds of its readers. Writers want you to look up from their pages and hold a certain thought in your mind or feeling in your heart which likely wasn't there before you started reading. That's changing your mind. That's persuasion. That's success. But a huge barrier to changing minds is the concept of cognitive inertia. Cognitive inertia refers to the tendency to keep thinking a certain way, even when new information challenges those beliefs. In other words, cognitive inertia occurs when thoughts resist change. (As an aside, I personally was confused about the title of this when I first read about it, since in studying physics for two years Newton's first law of motion (the law of inertia) is emblazoned on my brain: An object at rest tends to stay at rest and an object in motion tends to stay in motion unless acted upon by an external force. I assumed that that meant a new idea, or external force, would change the direction of the person's thought, thus effectively changing their mind. But we're instead relying on the definition of inertia, which simply refers to a tendency to do nothing or to remain unchanged. It's a subtle difference, one most people wouldn't think about, but I digress.) Cognitive inertia needs to be dealt with in order for a change to occur. But it's not easy, and the other person may feel defensive or stubborn, so you must proceed with caution, finesse, and kindness.
So how do you deal with people who won't budge? Here are some techniques.
10 ways to combat cognitive inertia
1) Data
This one is obvious, so we won't harp on it. Using relevant data points can help validate your perspective. But cognitive inertia often comes into play when new information (like survey results or other metrics) is ignored by the other person, so data alone might not do the trick. Try using various data points and providing context on how they relate to see which angles the other person might respond best to. But don't dwell on this for too long - throwing statistics at someone's face every day for a month might actually backfire if they start to notice what you're doing and build a tolerance to it. Data - especially from external sources - can seem cold or distant, and while relevant data should be respected, some people need a more personal connection than data.
Let's dive into some more personal ways to help combat cognitive inertia!
2) Focus on the outcome
When people talk about getting "buy-in" from key stakeholders, especially before launching a big project or program, they essentially mean changing people's minds to be bought into your idea (rather than whatever they were thinking previously). When someone agrees with you, they will go along for the ride, support you, even reorganize their resources toward your goals, especially if they see how a shared outcome benefits them. If you focus on the outcome, the process matters less. The fact that they disagree with you now or don't care about new information might not need to matter as much if they can envision themselves benefitting from the outcome you present to them. An outcome is more tangible than a reason for getting there as well as any data points that might sway them.
Note: This technique can be especially powerful if you don't just project your intended outcome on them but instead recognize where they want to end up and show how your approach helps them get there. You're shining the spotlight on them and helping them change their mind on their own - not pushing your own opinions onto other people for no good reason. 3) Empathize
People don't like to hear ideas that differ from their own. They automatically dispel them as not being right or not being a good fit for them. Try meeting people where they are in their journey or thought process to first validate their opinion - or at least recognize how they are feeling. Empathize with their situation, even if you don't agree with the way they are processing it. Once they feel validated by you, they may be more likely to listen to your perspective.
4) Connect more deeply
Try zooming out from the situation at hand and connecting with them one-on-one. If you can build a relationship on trust and authenticity, they will be more likely to listen to and respect your opinion, and even consider how it affects their situation.
5) Show them the journey - and how it relates
If you want someone to believe Z, but they believe A, try repeating their situation back to them, validating their stance at point A, then showing them how to arrive at point Z. But don't just push them there - take their hand and guide them. They have to see that point A is great on its own but point Z is even better. If you can show them the journey, and how moving to a new opinion is better for them, they may recognize that it's not so hard, it won't make them look weak, and it will benefit them (and others), leaving the door open for them to make the decision to think differently.
6) Incorporate stories
Anecdotes and past experiences help us paint a picture that combines some of the other elements here - empathy, the journey, connection, and the outcome. Maybe someone is stuck on point A and won't budge, but you are at point Z and want them to join you there. If you talk about how you or someone you respect was once at point A, what challenges they faced, how they overcame them, and how they arrived at point Z (and are way, way happier now because of it), the other person may be more willing to mimic that journey.
7) Get them involved & ask their input
A) Give them a reason to want to be involved. See if incorporating a challenge or game or fun, interactive, dynamic element will help them get engaged and feel the value first-hand. One of my psychology professors in college needed a new car but her husband didn't want to buy one, so she made him take her car to work one day; he was so frustrated by its issues that HE came to HER and said, "We need a new car!" He felt the frustration firsthand, which was more powerful than hearing it in conversation. But what does that look like in marketing or even in everyday conversations? A survey or interactive ebook can help prospects feel more invested in your content and will make them more likely to give you their information in exchange for the material you're already giving them. If you're in a conversation with someone who won't seem to budge, but you need their buy-in for a project, add them to a team meeting, show them your project plan, or give them a preview of what you're working on. Seeing the tangible work along the way will help them see how real it is rather than making a decision based on an abstract idea.
B) This one is simple: Let people give input! When people have a hand in driving the outcome, they’re more likely to be involved on the road there. Ask their opinion, and they may add valuable perspective.
8) Try another angle
If your approach isn't working, adjust. Try something new. If you tried data and it didn't resonate, try empathy. If you tried empathy but couldn't crack the surface, ask their input. Understand your audience and what makes them tick, then tailor your approach toward their preferences in order to find success.
9) Compromise
You may have to give a little to get this person on board. See what you have to give up and if you’re willing to do so. You may end up learning something or coming up with a better solution as a result, so keep an open mind.
10) Nurture an innovative culture
If cognitive inertia is preventing innovation or halting creative ideas from coming to fruition, the long-term play is to create a culture that challenges assumptions, celebrates taking chances, encourages creativity, and recognizes the importance of "failing forward." If one person won't change their mind about something, creating a culture where people are open-minded, accepting, and curious will foster an environment where everyone is more likely to listen to understand and to try new innovative ideas. That one person who won't change their mind will become an anomaly or the exception, and the innovative, creative, accepting, risk-taking culture will become the rule.
As a "bonus"...
11) Show them the pitfalls
Use this one sparingly. Sometimes pointing out the potential pitfalls of them staying where they are can help someone realize why they shouldn't stand so firmly. The risk of not innovating is probably bigger than the risk of innovating, and helping the other person see that can help nudge them forward. But it's risky because it may just come across as you being defensive or degrading. If you can give a warning but also be sincere and empathetic, the other person may recognize that you care and that you want the best for them, and they may listen to you moving forward. Just be careful with this one and don't default to it, as always pointing out others' faults is not a good way to build relationships, trust, or connections.
In summary...
Accepting and validating someone, listening to their situation and understanding where they're coming from, acknowledging what they're trying to achieve, meeting them halfway, and showing them a better outcome are all ways to combat cognitive inertia and lead others toward a shift in their mindset. Creating an environment that celebrates learning, growing, listening, trying new ideas, and exploring other perspectives will overpower cognitive inertia and foster a constructive culture in the long run.
Just remember that we all come to the table with valid perspectives, and no one wants to be told they're wrong. Everyone has something to add and a voice that deserves to be heard. Helping people see what options they have and the outcome tied to those options will help guide them toward a better solution. And during the process, you may learn something, too.
A few things to remember:
You might be wrong. I know - I just said no one likes to be told they're wrong. But you're likely reading this article with the intention of changing someone's mind. Make sure you're doing it for the right reasons. And if you get the chance, listen to their perspective along the way. You might learn something.
You can lead a horse to water but you can't make him drink. If you're frustrated about the other person's stubbornness or unwillingness to change, put yourself in their shoes. Understand their why, their context, their story. Set your ego aside. You're there to help them make their own decision, so make sure they feel it's a good choice on their own.

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