We all seek to hang onto our views, paradigms and perhaps even prejudices. Especially those that are core to us; after all they are intrinsically us, our identity, our very being. Thus we really shouldn't be surprised when the team is definitely under-whelmed by the restructuring plan, our brother is hostile to our choice of girlfriend and nobody wants the new superstore in their part of town. How do we become better at influencing? Certainly by getting close. Close enough to show we genuinely do understand their point of view. That's why influencing by e-mail is hard. In addition remember that logic isn't everything; emotion plays a huge role in our beliefs and those are hardly always logical. But hang on in there. With respect, appropriate closeness, logic and emotion people can be swayed: and those most against an idea can be its biggest advocate when finally 'tipped'.