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The small BIG


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Why a small change can make a big difference.

About the Author

Martin, Goldstein and Cialdini are renowned practitioners of the science of persuasion. In the field of influence and persuasion, Robert Cialdini is the world's most cited living social psychologist and author of the seminal book Influence [9781846686146]. Together, they are the authors of the Royal Society Prize-listed international bestseller Yes! 50 Secrets from the Science of Persuasion [9781846680168]. Collectively the authors' books have sold three million copies and translated into twenty-seven languages.


This is a clever, well-worked volume from which readers should find at least a few useful take-away ideas. * The Irish Times *
The great Robert Cialdini teams with two other scholars to review the latest research in the science of persuasion and offer practical ways to put that research to use. This might be the first book I've read in which the passages I underlined outnumbered the passages I didn't. -- Dan Pink
The small BIG is a highly practical guide to persuasion that belongs on every business bookshelf. * Forbes *
The latest book from the scions of Influence, Bob Cialdini, Steve Martin and Noah Goldstein is brimming with insight on how to get people to do things they don't want to, like paying a tax bill. * Telegraph *
Praise for Yes! 'Surprising, provocative, fun -- Tim Harford, author of 'The Undercover Economist'
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 *

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