Persuasion in Practice

This book is a hidden gem. If you are a leader, or want to be a leader in business, government, law, UN, or the armed services, this book is required reading. In this one book, the author summarizes every persuasion theory. She acknowledges the successes of each theory, and then just as easily challenges their flaws. Her clear definition of persuasion and what it is not, for the first time gives a leader the ability to access each communication relationship he or she may be in. The book also for the first time gives sophisticated programmers the ability to create models for practice avatar models or create models for cultural change efforts- from persuasion with one person to persuasion with a population. Often marketing people forget humans are capable for thinking for themselves, and she underscores this point by pointing out persuasion is something you "do with people", not "do to people".