In business, school, romance, or your neighborhood, it is valuable to know what attracts people, what repels them, and what makes them tick. Choosing the right approach will enable you to influence people to do what you want in professional and social situations. The authors include updated case studies—some pulled from the headlines—of how this technique has worked to create both good news and bad news. Most importantly and all new, they tell you how to identify and guard against manipulation so you remain in control of your choices and options. In , you’ll learn about: is the perfect, modern complement to Dale Carnegie’s 1937 classic work on the topic, How to Win Friends and Influence People. Think of these books as the Old and New Testaments of persuasion.