CHAPTER 5
Ready for Business
Although I’ve aimed to use as much science and rigour to give you even more confidence to use the successful approaches you’re absorbing in this book, it’s certainly not my opinion that scientific research must exist for any technique to be worthwhile. If it works, it works – simple.
Over the last 15 years in the influence business, I’ve learned, used and taught many techniques for which there is no official proof and they bring strong results for clients. The business domain exemplifies a “survival of the fittest ideas” market: the risk involved in getting it wrong costs jobs, money, time, livelihoods and credibility. So, when business finds something that works, you know that academic validation of it will follow ...
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