Chapter 1

Influence matters

There is nothing either good or bad, but thinking makes it so.

William Shakespeare, Hamlet

Outline

This chapter sets the scene: what influence is and why it’s so important; why neuroscience helps us understand how influence works; how to set your goal for what you want to achieve.

  1. What is influence?
  2. What can neuroscience tell us about influence?
  3. What motivates us: fight–flight
  4. The science of emotions
  5. Influence in action

What is influence?

Being able to positively influence others is one of the most important skills for success in our personal and professional lives. But what do we mean by this word influence?

It’s a tricky word – both a noun and a verb – something we ‘have’ and something we ‘do’. Like a ...

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