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Featuring ten new chapters - one for each year - that reveal even more secrets of persuasion.

About the Author

Steve Martin, Noah Goldstein and Robert B. Cialdini are renowned practitioners of the science of persuasion. In the field of influence and persuasion, Dr. Cialdini is the world's most cited living social psychologist and author of the seminal book Influence. Together, they are the authors of the Royal Society Prize-listed international bestseller Yes! and The small BIG.

Reviews

Completely changed my way of looking at the world ... Yes! is the Freakonomics of social psychology. It's a handbook to the world. Don't miss out. -- Daniel Finkelstein, Executive Editor * The Times *
Read this book. ... perfectly pitched for smart businesspeople -- Octavius Black * Management Today *
Surprising, provocative, fun. -- Tim Harford, Author * The Undercover Economist *
In a world where persuasion is a more and more important part of what governments and organisations have to do, this book is invaluable. -- Matthew Taylor, Chief Executive, RSA
A book filled with wisdom -- Richard H. Thaler, co-author of 'Nudge'
This book ranks in the top 10 business books that I've ever read -- Guy Kawasaki, author * The Art of the Start *
Are there any nice little books I could buy as a present that wouldn't insult the recipient's intelligence? Yes. Or rather Yes!. It will help you understand why you're buying Christmas presents when you don't want to and when the people you're buying them for don't want you to either. -- Stuart Jeffries * Guardian *
If a CEO or head of state was limited to a single advisor my nomination would be Bob Cialdini, the world's most practical social psychologist and master of "influence". In this book Cialdini teams up with a gifted young scholar and a seasoned consultant to produce a book filled with wisdom. Read it and the next time someone asks you to sell snow to the Eskimos or solve global warming you will say "sure, but do you have anything hard I can do?" -- Richard H. Thaler, co-author * Nudge *

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