In This Chapter
• What is persuasion?
• Changing the way others think, feel, and behave
• Nudging toward change
• The value of internal change
• The difference between power and persuasion
• The limitations of reward and punishment
Welcome to the world of persuasion, where you will find familiar words used in unfamiliar ways. In this book, you’ll often find that words everyone uses in common conversation will have unique meaning. Words such as “persuasion,” “attitude,” and “thoughts, feelings, and behaviors” are part of the ordinary parlance, but here we use them with one particular meaning. In your life, you can continue to use these words the way you always did—but in this book, you use them a little more carefully. ...