Steve Martin, Noah Goldstein, Robert B. Cialdini
Why a small change can make a big difference.
This is a clever, well-worked volume from which readers should find at least a few useful take-away ideas.
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.
The small BIG is a highly practical guide to persuasion that belongs on every business bookshelf.
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.
Praise for Yes! 'Surprising, provocative, fun
Noah Goldstein, Robert B. Cialdini, Steve Martin
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