From the course: Universal Principles of Design

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Cognitive dissonance

Cognitive dissonance

From the course: Universal Principles of Design

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Cognitive dissonance

- Hi, I'm William Lidwell, and this is the Universal Principles of Design. In this movie, Cognitive Dissonance, or How to Win Friends and Influence Enemies. Benjamin Franklin was one of history's most accomplished polymaths, scientist, inventor, author, printer, diplomat, political theorist, entrepreneur, the list goes on. The skill you don't usually hear explicitly called out, however, and the one where he was perhaps most gifted, was that of social engineer. Franklin was a master influencer, and not just in estate craft, but also in his personal relationships. One example: when Franklin ran for a second term for a clerkship, a legislator that Franklin writes about but never actually names spoke out against him. This legislator gave a long polemic against Franklin, critiquing his past work and trashing his reputation. Unfortunately for Franklin, this newfound rival was an affluent, educated man, a rising star who could well attain power and social rank in the future. So, what did…

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