I was attracted to the book by the author, who was famous for his theory on multiple intelligences. The title was intriguing, suggesting insights into convincing other people of our viewpoints.
To me, mind changing occurs everywhere. In teaching, when we try to convince our students to learn/accept a new concept (new to them, that is), to change their behavior (e.g., to work more systematically, to pay attention in class), to change their perception (e.g., that communication skills are at least as important as technical knowledge), etc. In preaching. In trying to win any argument, in fact.
The book presented a framework of mind changes: four "entities" (stories, theories, concepts, and skills), a range of "arenas" (nations … self), and seven "levers" (reason, representation, … resources, and resonance). Then a number of cases were discussed in the context of the framework.
What I got from the book was mainly two points. We will need to represent what we would like to persuade our audience to accept in multiple and appropriate representations. And ultimately, to create resonance in our audience. Nothing earth shaking there. In fact, I found the book a bit theoretical, rather than solidly-supported by hard scientific research. The writing is also slightly formulaic.But the book did help me to reflect on my own teaching. I would recommend to do a quick scan of the book, rather than an in-depth study.