Persuasion IQ: The 10 Skills You Need to Get Exactly What You Want

CHAPTER ONE

What Is Your Persuasion IQ?

The New Rules of Success and Wealth

What does it take to persuade with power in any encounter? Think about it. When was the last time you didn’t get something you wanted? What happened? Did you fail to get your point across? Were you persuaded by someone else? Our understanding of persuasion and influence has changed dramatically over the past twenty years. In the past, we did not know or care how consumers thought or what prompted them to buy or take action. Most people in sales and marketing were shooting in the dark. We hoped that what we were doing was working. Dr. Antonio Damasio of Iowa College of Medicine sums it up best: “More may have been learned about the brain and the mind in the 1990s—the so-called ...