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- Recognize the six universal Principles of Persuasion and how you can ethically apply them to produce lasting change in others;
- Understand what scientific research tells us is different from conventional wisdom about how to most effectively influence others;
- Steer clear of common influence traps that are manipulative and lead to bad business decisions;
- Shorten the cycle to create and keep trusted, long-term relationships by being a "Detective of Influence";
- Identify small changes in your current approaches to make big differences in people's willingness to say “yes” to your requests;
- Avoid bungling away critical "moments of power";
- Apply the most recent social science research on influence and persuasion to improve your business outcomes.
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