Robb Willer

How would you persuade a passionately decisive opponent to change their mind? First step, says Stanford professor and behavior expert Robb Willer, realize that you can’t just use the appeal that you find most convincing. As he explains in his TED Talk (which has been viewed over 2.9 million times), think about how you can reconfigure the terms of your position to suit their beliefs, values, and morals. “It sounds obvious,” says Willer, “and even though it is, it’s something we really struggle to do. We talk like we’re addressing a mirror.” Through his rigorously-tested technique of “moral reframing”, Willer shows how real, no-trickery persuasion begins through empathizing with the other side. It’s about discovering with what the person you disagree with tends to care about, and using that as the foundation for how you share you beliefs; creatively finding ways for your position to fit with their values.

In keynotes and custom workshops, Willer demonstrates the political, social, and professional uses of strategic persuasion. This is a skill to be learned, and one that relates to discussions as varied as same-sex marriage, sustaining the environment, and organizational culture. In his clear and warmly funny talks, Willer shows how the responsibility falls on all of us, no matter our political allegiance, to bridge these value gaps: and there is so much to be gained from that.

Co-director of the Philanthropy and Civil Society Center at Stanford, Willer was recently appointed Director of Stanford’s landmark Polarization and Social Change Lab, where he and his team are developing ambitious projects on reducing political bias, bridging political divides, and constructive political communication. At Stanford, Willer is also a professor of sociology, psychology, and organizational behavior, where he focuses on the forces that bring people together – like trust and cooperation – and forces that divide them – like politics and morality. Willer’s work explores the social psychology of political attitudes, including the effects of fear, prejudice, and masculinity in contemporary U.S. politics, as well as how to make the work we do more meaningful.