We're told you can lead a horse to water, but you can't make it drink.

But what if this is not true?

Having spent the past two decades helping Fortune 500 brands and leaders embrace the changes they'd rather fight or ignore, Michael McQueen understands what it takes to change even the most stubborn minds.

But persuading others is getting harder and harder. In our ideology-driven and polarized age, certainty has taken the place of curiosity and open-mindedness has given way to obstinance.

Drawing on the latest discoveries in disciplines ranging from neuroscience to behavioral economics, McQueen suggests that we are too often using nineteenth- and twentieth-century techniques to change twenty-first-century minds–and are wondering why it's not working. What we need is an upgrade in our understanding of what it really takes to influence others.

Whether you are a leader trying to help your team keep pace in changing times, a businessperson who needs a potential partner to see your value proposition, or a parent who wants to get your teenager away from their screen, this book will show you how to persuade even the most mindstuck people in your world.