We experience a burst of pleasure when we share our thoughts,and this drives us to communlcate.It is a useful feature of our brain,because it ensures that knowledge,experience and ideas do not get buried with the person who first had them,and that as a society we benefit from the products of many minds.Of course,in order for that to happen,merely sharing is not enough.We need to cause a reaction.Each time we share our opinions and knowledge,it is with the intention of having an impact on others.Here"s the problem,though:we approach this task from inside our own heads.When attempting to create impact,we reflect on what is persuasive to us,our state of mind.our desires and our goals.But if we want to affect the behaviours and beliefs of the person in front of us,we need to understand what goes on inside their head.