In a way, many of us know this deep in our gut – but reading this article really brings the idea home. Truth is important. Fact and evidence driven decision making is something worth aspiring to. But understanding human nature and how our brain works is just as important. Especially if you’re interested in enhancing your persuasion skills and overall ability to influence without authority. An important read that I often recall every now and again – especially in times of growing frustration – when trying to get a point across and hitting a wall.