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Copyright Patrick Manning 26/9/09
patrickmanning
powerful persuasion
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
2
Copyright Patrick Manning 26/9/09
my story
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
3
Copyright Patrick Manning 26/9/09
a simple experiment…
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Copyright Patrick Manning 26/9/09
motive
1entertain 2inform 3persuade
4coerce 5deceive 6manipulate
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
crucial attributes
1significantautonomy 2changing
minds 3changingbehaviour 4ethical
approach
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
sporting story
staminamotivation
strength
skill
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
7
Copyright Patrick Manning 26/9/09
the basics of persuasion
mental modelstools & techniques
goals & motivation
stories & metaphors
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
goals and motivation
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
emotionbehaviour
prooftimescale
fit for purposemotivational
explicit
evidence
ecology
goal
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Copyright Patrick Manning 26/9/09
goals and motivation
F = E x (V x I)
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
Victor Vroom HarvardEdward Lawler HarvardLyman Porter Harvard
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Copyright Patrick Manning 26/9/09
mental models
Kenneth Craig Philip Johnson-Laird PrincetonMarvin Minsky MIT Seymour Papert MIT
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
mental model
decisionmaking
frames consensusmaps
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Copyright Patrick Manning 26/9/09
stories and metaphors
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
• grab attention• simplify complex ideas• evoke powerful emotions• stay in the audiences mind longer
Steven F WalkerJung & the Jungians on Myth
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Copyright Patrick Manning 26/9/09
stories and metaphors
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
• representation of one thing as another
• organising metaphor– encapsulates an individuals
world view– shapes their everyday actions
Steven F WalkerJung & the Jungians on Myth
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Copyright Patrick Manning 26/9/09
tools and techniques
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
tools
• VIE theory• inoculation theory• attribution theory• resistance• schema theory• memetic theory
techniques
• cbt• rebt• brief therapy• escalation• reciprocity effect• contrast principle
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Copyright Patrick Manning 26/9/09
multi-disciplinary
evolutionary psychologycognitive psychology
social psychologyneurosciencesanthropology
linguistics
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
the magic questiontonight
– while you are sleeping you take your powers of persuasion to the next level…
tomorrow – what would you do differently? – what new challenges would you
take on?– what problems would you be able to
solve?
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
16
Copyright Patrick Manning 26/9/09
patrickmanning
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
2mentalmodels
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Copyright Patrick Manning 26/9/09
patrickmanning
frames
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
2mentalmodels
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Copyright Patrick Manning 26/9/09
frames
a mental construct that we use to organise and make sense of the world around us
1 2 3 4goals &motivation mentalmodels
stories &metaphors tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
ladder of inference
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
I observe… experiencesI select… data
I add… meaningI make… assumptionsI draw… conclusions
I adopt… framesI take… action
Chris AgrysReasoning Learning & Action
reflective loop(filters data even more)
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Copyright Patrick Manning 26/9/09
patrickmanning
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
consensus mapping2mental
models
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Copyright Patrick Manning 26/9/09
consensus mapping
• clusters of people who share the same or compatible frames
• if they talk to each other they become a community?
• individual clusters require different messages
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
meta-frames
+
-
0
highsuccessprobabilitylow
messagereceptivity
supportive
uninteresteduninformed
hostile
neutral
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
concept map
meta-frame
frame
frame
frame
frame
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
frame
frame
frame
uninterested
uninformed
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Copyright Patrick Manning 26/9/09
patrickmanning
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
decision making2mental
models
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Copyright Patrick Manning 26/9/09
decision making
high risklow risk
seeks responsibility
avoids responsibility
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
Miller-WilliamsThe Five Paths To Persuasion
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Copyright Patrick Manning 26/9/09
the charismatic 25%
bottom-line
make decisions quickly
innovative risk seekers
responsible & accountable
passionate about new ideas
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
seeks responsibility
seeks risk
avoids responsibility
avoids risk
Miller-WilliamsThe Five Paths To Persuasion
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Copyright Patrick Manning 26/9/09
the thinker 11%
seeks responsibility
seeks risk
avoids responsibility
avoids risk
information driven
guarded & cautious
quantitative & precise
logical rather than emotional
methodical & process oriented
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
Miller-WilliamsThe Five Paths To Persuasion
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Copyright Patrick Manning 26/9/09
the sceptic 19%
visionary
supremely confident
determined & driven
make decisions quickly
assertive & demanding
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
seeks responsibility
seeks risk
avoids responsibility
avoids risk
Miller-WilliamsThe Five Paths To Persuasion
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Copyright Patrick Manning 26/9/09
the follower 36%
difficult to identify
good corporate citizens
responsible & accountable
devoted to the tried & true
avoids making rash decisions
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
seeks responsibility
seeks risk
avoids responsibility
avoids risk
Miller-WilliamsThe Five Paths To Persuasion
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Copyright Patrick Manning 26/9/09
the controller 9%
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
highly proactive
chronic worriers
meticulous & detailed
extremely independent
faster, cheaper & better quality
seeks responsibility
seeks risk
avoids responsibility
avoids risk
Miller-WilliamsThe Five Paths To Persuasion
31
Copyright Patrick Manning 26/9/09
the basics of persuasion
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
mental modelstools & techniques
goals & motivation
stories & metaphors
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Copyright Patrick Manning 26/9/09
pulling it together
persuasion is a function of grabbing someone’s attention, connecting to what they already feel is important and linking that feeling to whatever you want them to see, feel and do
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
9.00am wednesday
what one thing will you do differently to take your practice of powerful persuasion to the next level?
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
programmes
power persuasion1 day seminar
power persuasion2 day workshop
power persuasioncoaching
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
contactpatrick manning
07815 [email protected]
Suite 16761 Praed StreetLondonW2 1NS
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
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Copyright Patrick Manning 26/9/09
patrickmanning
1 2 3 4goals &motivation
mentalmodels
stories &metaphors
tools &techniquesintroduction
powerful persuasion
