Episode 16 - Leveraging "Dissonance" To Get Long Lasting Decisions...Quickly

In 1957, Stanford Professor Leon Festinger developed the "Theory of Cognitive Dissonance."  On this episode, Kurt and Steve discuss how persuaders can use this concept to leverage prospects into making long lasting decisions...and make them a lot faster.  They also answer a listeners question about how to get the attention of prospects who are buried behind a wall of bureaucracy.