If you’re trying to change someone’s mind and you’re getting nowhere, here’s what’s going on.

We like to think we’re rationale decision makers. Carefully considering all the information and choosing the best option from the evidence.

But the truth is…

The rational bit of our brain is just a rider sitting on the elephant that is our primordial, lizard brain.

Presented with a challenge or decision the elephant chooses left or right in a fraction of a second.

Once the elephant has turned the rider will pay most attention to the information that confirms the elephant made the right decision.

If you’re trying to change someone’s mind and getting nowhere, chances are their elephant has turned left.

You’re not going to convince them they made the wrong call.

You’re going to have to build a painstaking path back to the right.

One small step at a time.