I admit to pre-judging Howard Gardner without reading him. I've felt the education community's adoption of his unprove theory of "multiple intelligences" has been a mistake. I read this book as a first effort at trying to understand his influence. Some interesting frameworks, but way too little in the way of reference to research. Ironically, "research" is one of his "seven levers" for changing minds. (***) ( )

Seven Levers to Influence Decision-Making

One key to success is the ability to influence people’s thinking. Whether one is attempting to introduce a major organizational change or convince consumers to switch brands, the ability to change people minds is an important business process.

Howard Gardner, a Harvard psychologist who specializes in cognitive theory, offers us insight into what happens when one changes his or her mind. In order to change someone’s mind, Gardner writes, one has to produce a shift in that person’s perceptions, codes and the way he or she retains and accesses information.

There are seven levers to change, he says.

1. Reason.
2. Research
3. Resonance
4. Re-descriptions
5. Rewards
6. Real World Events
7. Resistances.

Gardner explores how these levers are employed in six realms.

1. Diverse Groups – such as a nation.
2. Homogeneous Groups – corporations, universities.
3. Culture – Changes effected by art, science or scholarship.
4. Classroom
5. Intimate Gatherings – one-on-one meetings, family gathering.
6. Changes within one’s mind.

This book is enlightening and compelling. It offers insights into the methods one can employ to influence others and oneself. ( )

4.07