“When studying tools of influence, people always ask the question, “How can I make them listen to me?” They ask because that is what they think they want to learn. Unfortunately, this can never be learned because it can’t be done. You can’t make someone listen. You can entice, inspire, cajole, stimulate, or fascinate but you cannot make anyone listen to anything. Embracing this fact up-front lets us focus on what we can do.”
