Introduction
IT MIGHT SOUND MELODRAMATIC to say that everything changed that day in 2017. It was another 110-degree day in Phoenix, literally hot enough to fry an egg on the sidewalk. The heat didn’t get to me that morning, though, because I had a meeting with renowned social psychologist Robert Cialdini. Dr. Cialdini had graciously agreed to meet with me to discuss an academic topic, but our conversation became so much more. Over a cup of coffee, we discussed persuasion and its powerful psychological impact. We talked about the subtle ways wording a message can lead to greater influence. We even talked about FOMO (fear of missing out) and the havoc it wreaks on the mind.
That one-hour conversation led me on a three-year journey into researching, ...
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