Say What They Can't Unhear audiobook cover - The 9 Principles of Lasting Change

Say What They Can't Unhear

The 9 Principles of Lasting Change

Tamsen Webster

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Career & SuccessPersonal DevelopmentCommunication SkillsManagement & Leadership

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Say What They Can't Unhear
The Core Problem of Change+
The 9 Principles of Lasting Change+
The Changemaker's Approach+

Quiz — Test Your Understanding

Question 1 of 10
Why did doctors accept Florence Nightingale's handwashing rule but reject Ignaz Semmelweis's similar proposal?
  • A. Nightingale used superior scientific data to prove her point.
  • B. Semmelweis made them feel blamed, triggering defensiveness and reactance.
  • C. Nightingale proved that the change was financially beneficial for the hospitals.
  • D. Semmelweis tried to implement the change too slowly, causing confusion.
Question 2 of 10
According to the book, why do people often end up buying things they didn't plan to purchase at stores like IKEA?
  • A. They are overwhelmed by the sheer number of choices and lose focus.
  • B. Store layouts are designed to confuse rational decision-making.
  • C. Their brains build an internal narrative to justify the purchase based on unconscious beliefs.
  • D. They succumb to peer pressure from observing other shoppers.
Question 3 of 10
What happens if you present a highly logical argument that contradicts someone's core principles?
  • A. They will accept it after a brief period of cognitive dissonance.
  • B. They will reject it because principles act as unchangeable 'natural laws' for them.
  • C. They will ask for more data to verify your claims before agreeing.
  • D. They will adopt your principles if you explain your logic clearly enough.
Question 4 of 10
What does the author identify as the strongest influence on people's decisions?
  • A. Financial incentives
  • B. Logical evidence
  • C. Peer validation
  • D. Their sense of identity
Question 5 of 10
When facing a deeply held belief that stands in the way of change, what is the most effective strategy?
  • A. Confront the belief directly with undeniable facts.
  • B. Find and leverage a stronger, shared belief that can align with your goals.
  • C. Ignore the belief and focus solely on the desired action.
  • D. Point out the logical flaws in their conviction to weaken it.
Question 6 of 10
Why do drastic, 'cold turkey' approaches to changing habits usually fail?
  • A. They require too much financial investment to maintain.
  • B. They lack a clear, measurable goal for the individual.
  • C. They feel too painful and disrupt a person's habits and sense of self.
  • D. They don't provide immediate physical rewards to the brain.
Question 7 of 10
How does the brain resolve cognitive dissonance when two beliefs or values come into conflict?
  • A. It abandons both beliefs to find a neutral middle ground.
  • B. It defaults to the belief that is most socially acceptable.
  • C. It relies purely on rational analysis to pick the most logical belief.
  • D. It subconsciously chooses the belief that feels most in line with the person's identity.
Question 8 of 10
What key lesson did the autonomous robot startup learn about inspiring change in farmers?
  • A. Change only happens when your offer matches what the other person actually desires.
  • B. Adding more advanced AI features is the best way to justify a high price tag.
  • C. Farmers need extensive technical training before they will adopt new technology.
  • D. You must push your vision harder if the audience doesn't immediately understand it.
Question 9 of 10
Why do people rarely regret decisions that perfectly align with their core values, even if the outcome isn't flawless?
  • A. Because they quickly forget the negative aspects of the outcome.
  • B. Because there is no such thing as 'believer's remorse.'
  • C. Because they can easily blame external factors for any shortcomings.
  • D. Because society consistently rewards people who stick to their principles.
Question 10 of 10
According to the book's final summary, what is the ultimate key to making a change feel like a natural progression rather than a challenge?
  • A. Using emotional manipulation to bypass logical objections.
  • B. Presenting a comprehensive list of undeniable facts and statistics.
  • C. Tying the new idea to the beliefs and values the person already holds.
  • D. Offering substantial financial rewards for compliance.

Say What They Can't Unhear — Full Chapter Overview

Say What They Can't Unhear Summary & Overview

Say What They Can’t Unhear (2024) provides a fresh approach to driving lasting change by leveraging ethical persuasion and behavioral insights. It explores nine “persuasion principles” that help transform passive agreement into passionate buy-in, inspiring long-term shifts in thinking and behavior.

Who Should Listen to Say What They Can't Unhear?

  • Business leaders seeking to inspire lasting organizational change
  • Managers aiming to guide teams through transitions
  • Entrepreneurs needing strategies to influence customer behavior

About the Author: Tamsen Webster

Tamsen Webster is a strategist and expert in change communication with over two decades of experience helping leaders create impactful messages that drive lasting transformation. She’s worked with organizations such as Harvard Medical School and TEDxCambridge. She’s also the author of the best-selling book Find Your Red Thread, which offers practical strategies for making big ideas irresistible.

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