Persuasion and Influence For Dummies

The two major motivations in life centre around the desire to gain something and the fear of loss.

persuasion is a way of presenting a case that sways others’ opinions and makes them believe certain information.

Some leaders, for example, can bring about change simply through the power of their personalities, without having to put into words what they want you to do.

you uncover ways of thinking, speaking and behaving that ensure that others perceive you as honest, reliable, sincere and likeable.