b'HOW TO UNDERSTAND EACH OTHERThis will help find common ground that you can agree on, which will lead to a productive conversation.Remember that conflict is part of normal life. It is important to know how to speak civilly about our points of view in order to be able to convince the other person.However, sometimes, no matter how hard we try, we can never really convince someone to change their mind, which we have to agree to disagree on.So, the best we can do is engage in productive conversation and share new ideas. Recommended reading and references We suggest that you consult the works identified below in order to learn more about the particularities contained in this chapter.BERNSTEIN, Albert J., PhD. DINOSAUR BRAINS: DEALING WITH ALL THOSE IMPOSSIBLE PEOPLE AT WORK. Wiley & Sons. ISBN0-471-61808-X.COHEN, Dan S. THE HEART OF CHANGE FIELD GUIDE.Harvard Press. ISBN 1-59139-775-8.COSETTE, C. et al. COMMUNICATION DE MASSE.Les ditions Boral Express. ISBN 0-88503-046-X.DARMON, LAROCHE & PETROF Ph.D. LE MARKETING : Fondements et applications. McGraw-Hill. ISBN 0-07-082723-0.DASTOT, Jean-Claude. LA PUBLICIT : Principes et mthodes.Marabout service. MS219, 1973.DECKER, Bert. YOUVE GOT TO BE BELIEVED TO BE HEARD. St Martins Press. ISBN: 0-312-06935-9DELMAR, Ken. WINNING MOVES: The Body Language of Felling.Warner Books. ISBN 0-446-32997-5.DRUCKER, Peter F. MANAGING IN TURBULENT TIMES.Harper Business. ISBN 0-88730-616-0.MAURER, Rick. CHANGE WITHOUT MIGRAINES: Solving the Middle Managers Dilemma. www.beyondresistance.comMACKAY, Harvey. HOW TO BUILD A NETWORK OF POWER RELATIONSHIPS. Conant. ISBN 0-7435-2659-7.Germain Decelles269'