Influence

Weapons of influencing people's behaviour and decisions is the core thought of this book. It is about the psychology of persuasion.

People have a desire for consistency as a central motivator of behaviour. What produces the click that activates seeing, hearing and feeling? Social psychologists think the answer is: Commitment. Reciprocation: giving before asking a return favour.

Business is about trading. Who best influence others? Our goal is to influence people, so they change their behaviour.