Who needs facts?

Almost all of the important decision I've ever made were based on my gut feeling. And it seems I'm not alone in this eather. Whether we like it or not, emotions drive our decisions.

In fact as it turns out the use of facts (e.g. debunking myths) will produce the opposite effect and reaffirm people's existing belief instead of swaying them the other way.

Time after time we learn that facts don't work. So why use them?

Maybe a better question to ask is when (not) to use them. If communication works on an emotional level, then facts are a great second step to support your approach.

On the other hand, if you start with facts, you will never touch people's hearts.

People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.

― Simon Sinek