Change involves two elements: logic and emotion.
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The horrible internal conflict between emotion and logic that confronts every new mother returning to work strikes me as one of the unfair circumstances our biology and modern age impose on women.
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If we want to persuade someone or get them to accept new evidence, we need to set the stage by appealing to emotion first, facts and logic second.
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People buy on emotion and then justify their decision with facts and logic.
It is often when the argument is over-constructed and the raw emotion can't burst through the stretched logic.
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