In a nutshell, business boils down to whether or not you can persuade others around you. Whether it is a customer, contractor, board of directors, or your loyal staff, your ability to persuade others toward your point of view is essential to finding success. Merging research and real-world application, discover the surprising reasons people say yes, and learn how to: Whether you're trying to secure a promotion, make a sale, or rally support for a new idea, holds the key to unlocking within you the power of persuasion.