Page 82 - The Power to Change Anything

Change the Way You Change Minds 71

The general shows them a magnifying glass, and asks them to
use it to look at the water and tell him what they see.
Someone describes the many tiny fleas swimming and
darting around. Everyone gets a look, and most are disgusted.
As they watch, the general covers another glass bottle with a
cloth filter, pours the pond water from the same pot through
the filter into the second bottle, and invites everyone to take a
look. Not only are all the insects gone, but the water has
changed from a cloudy yellow color to a clear liquid.
The beloved general then asks the villagers which they
would rather drink. Everyone points to the clear water. He
hands it to the chief who drinks the filtered water and reports
that it is good.
While holding everyone’s absolute attention, the general
now tells them about a village not too far away. It too suffered
horribly from the Guinea worm. Many of these neighboring
villagers could not work. Their crops rotted in the field. Many
died. Then the general taught them how to destroy the worm
by filtering the water. The nearby villagers followed everything
the general instructed them to do for two full years. After one
year, no one in the village had the serpent. After the second
year, they knew for sure it would never come back.
“You can do what they did and be free of the fiery serpent
forever,” the general promises them.
The villagers nod thoughtfully. They are not entirely con-
vinced. But the compelling experience and convincing story
have brought them to at least suspend their disbelief. General
Gowon has begun to change their minds. This is the first step
in helping them change their behavior.

SUMMARY: CHANGING MINDS

People will attempt to change their behavior if (1) they believe
it will be worth it, and (2) they can do what is required. Instill
these two views, and individuals will at least try to enact a new