The counterintuitive way to be more persuasive

Organizational psychologist Niro Sivanathan offers a fascinating lesson on the "dilution effect," a cognitive quirk that weakens our strongest cases -- and reveals why brevity is the true soul of persuasion. This talk was filmed at TEDxLondonBusinessSchool. All TEDx events are organized independently by volunteers in the spirit of TED's mission of ideas worth spreading. To learn more about TEDxSHORTS, the TEDx program, or give feedback on this episode, please visit go.ted.com/tedxshorts. Follow TEDx on Twitter: twitter.com/TEDx Follow TEDx on Instagram: instagram.com/tedx_official