And why you should stop preaching to the choir
From the book:
The mistake most people seem to make, is that they are trying to convince a friend or their child of something without taking the environment (e.g. people) in mind.
In fact, if you can change their environment, people, and their opinions, you don’t even have to convince the person you wanted to convince in the first place at all. That person will, hopefully, change over time due to exposure.
Another big mistake people make, is that they are focusing their time and energy on people who are already convinced of whatever belief they have i.e. preaching to the choir.
Instead, a better choice would be to spend your time and energy on people who are not (yet) convinced.
If you, for example, want to befriend everyone, you don’t focus on those who are already your friends. You focus on those who are not yet your friends.
The book above tries to explain how important this concept is in negotiations, namely that if you want to close a deal with a company, there’s usually always more than 1 person involved in that decision (it even could be their friends or family).
Again, if you can befriend their friends or family and influence them too, it will greatly increase your odds of closing a successful deal with someone.