Examines the art of effective persuasion to argue that its secret lies in a key moment before messages are delivered, sharing strategies for how to psychologically prepare one's listeners to render them most receptive. Social psychologist Robert Cialdini shines a light on peak persuasion and reveals that the secret doesn't lie in the message itself, but in the key moment before the message is delivered. What separates average persuaders from extraordinarily...

Having spent the past two decades helping Fortune 500 brands and leaders embrace the changes they'd rather fight or ignore, Michael McQueen understands what it takes to change even the most stubborn minds. But persuading others is getting harder and harder. In our ideology-driven and polarized age, certainty has taken the place of curiosity and open-mindedness has given way to obstinance. Drawing on the latest discoveries in disciplines ranging from...