YES! Noah J Goldstein PhD, Steve J Martin, Robert B Cialdini PhD

Published by Profile Books

Buy it now from Blackwell Books

Getting your own way – but with subtlety!

I have long been a fan of Cialdini’s theories ( he is the academic who found a great way to jump the queue at the photocopier; see ‘Influence’ and its sequels) so I was delighted to come across this gem of a book though I have not previously heard of his co-authors.

Subtitled ’50 secrets from the science of persuasion’ it is exactly that – a bunch of tips for getting your own way. Each short chapter outlines an actual event involving (sometimes accidental) persuasion techniques; it goes on to look at relevant research and propose practical applications.

Persuasion, the authors claim, is a science and not an art. Fair enough, even though the theories have been developed by psychologists and psychology is widely regarded as a non-science. The important thing is that all the techniques discussed in this book have been shown to work more effectively than begging, threats or chance. So, if you are in the persuasion business (and who isn’t?) this will prove a useful handbook for you.

From persuading hotel guests to re-use their towels more often (and then more often still!) to showing which common office item can make your influence stick (clue!) the authors provide fascinating tales and practical ideas. They rely not on anecdote but on solid research to illuminate the influence strategies that will ease your passage through your business, consumer and home lives.

There is no room here to discuss all of the tips, but among my favourites are the three-word change that shattered a twenty-year-old sales record, the aforementioned sticky influencer and how similarities can make a big difference.

Buy this book for fun, out of curiosity or as a business investment – but buy it!