Dr. Robert Cialdini, author of Influence - 5 million copies sold, and one of the most important books Warren Buffett says he's ever read - has spent decades studying why people say yes.
He reveals the psychological forces shaping our decisions, why tiny changes can dramatically influence outcomes, and how the most effective communicators get people to yes without anyone feeling pushed.
Once you understand these principles and hidden triggers, you'll start seeing them everywhere.
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