You may have learned how to sell but you probably never learned how to persuade. In Persuasion, Lakhani teaches you the scientific principles of applied persuasion that will allow you to be more effective in all your persuasive endeavors. Learn exactly how people make decisions and how you can influence those decisions using simple, ethical persuasion techniques.
Lakhani also explores the difference between persuasion and manipulation and shows you how not to cross ethical boundaries.
In the book Lakhani explains how being raised in a cult from the time he was six years old until his late teens spawned a 27 year study of persuasion that has had him in on the road 180 days a year speaking to over 100,000 people a year. This book is considered the seminial work on applied persuasion.