And how to convince anyway.
We believe we convince through the quality of our arguments. We're wrong: the human brain accepts or rejects an idea long before it has evaluated the substance, based on peripheral signals like fluency, tone, the order of arguments, or the speaker's posture. The art of persuasion isn't a rhetorical art, it's cognitive engineering.
The evidence: a company name that's easy to pronounce predicts its stock price in the first days of trading better than its financial fundamentals. Cognitive fluency, that is the ease with which information is processed, is interpreted by the brain as a signal of truth. The smoother it sounds, the more it's believed.
The stakes aren't about arguing better, but about being heard better. From pitch structure to negotiation framing techniques, there are scientifically validated levers this talk reveals.
7 framing techniques that change a decision without changing the offer
4 structural mistakes that ruin a presentation
Why the first argument matters more than the next six
How to disarm an objection before it's voiced
Founder of Krakn Behavioural (applied behavioural sciences, Paris-Geneva). Member of the American Psychological Association, president of Cercle LAB. Teaches at Sciences Po and ESCP Executive Education. Author of Déjouez les pièges de votre cerveau (Alisio).
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