How Do You Persuade Others?

How Do You Persuade Others?: There is one book that everyone needs to know on why people do what they do.  It’s called Influence:  The Psychology of Persuasion, by Robert B. Cialdini, and it is a classic.  Cialdini is professor emeritus of psychology and marketing at Arizona State University.  He doesn’t speak often about persuasion, but he has people approved to speak on the subject for him, so if you get a chance to hear a Cialdini clone, do so.