In the article “How Certainty Transforms Persuasion” Zakary Tormala and Derek Rucker assert that conviction is a powerful driver of action. Tapping into certainty others hold “turns attitudes into action, bringing beliefs to life and imbuing them with meaning and consequence.”
- Tormala and Rucker identify four levers of certainty: consensus, repetition, ease, and defense. Think of a situation in which you need to persuade someone in a business context- a customer or prospect, co-worker, or supervisor. Which of these four levers could be an effective means of influencing certainty about a decision in that person? What action(s) could you take to influence certainty in the beliefs held by the person?