Introduction

The power of persuasion is maybe the ultimate source of advantage in life and work. It can be the critical separation factor between the successful and the rest. We all know people who are incredibly persuasive: whatever the situation, somehow they always seem to be able to get others to agree with them, to go with their ideas or to do what they want them to. With some people it seems to be utterly effortless. Maybe they are so well versed in persuasive skills that it is effortless.

But the good news for the rest of us is that persuasiveness can be learned and mastered.

In every area of your life you’ve been involved with trying to move people – almost on a daily basis – to accept your point of view or request. It started early ...

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