QUOTE : Can people be persuaded?' is a very different question from 'Can arguments be won?' People change their minds about things all the time, but I'm not sure that anybody ever wins an argument. Persuasion is not a zero-sum game. It occurs when somebody moves, even slightly, away from one position and toward another. It is entirely possible for two (or more) people to move closer to each other's positions during an argument without either one being able to claim victory over the other.<br /><br />But we like to win, and we hate to lose, so the fact that people don't usually win arguments doesn't stop most of us from trying. And we all think we know what winning means: It means crushing opponents and making them cry. It means humiliating them in front of a crowd. And it means displaying our power and our rightness for all the world to see and acknowledge. And this means that we often end up trying to win by employing rhetorical strategies that are fundamentally incapable of persuading anybody of anything. And that looks a lot like losing.