Summary of Yes!

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Rating

9 Overall

10 Applicability

8 Innovation

9 Style

Recommendation

Yes! is an entertaining book – to match the title, it’s a blast! Noah J. Goldstein, Steve J. Martin and Robert B. Cialdini provide, as the subtitle indicates, 50 distinct examples, explanations or techniques to help you become more persuasive. They present the general principles of persuasion and discuss an abundance of specific, detailed uses. The authors offer numerous studies (their own and others’), hypothetical situations, and elucidations of what to do and what not to do. They advocate the idea that you can and should test persuasive strategies. They are convincing, and they write wittily and breezily. getAbstract recommends this useful book to anyone engaged in persuasion, including executives, marketers, trainers and salespeople.

In this summary, you will learn

  • Which universal principles govern persuasion;
  • How to apply them; and
  • What not to do when you’re trying to persuade.
 

About the Authors

Noah J. Goldstein teaches at the UCLA Anderson School of Management. Psychologist Robert B. Cialdini also wrote Influence and Principles of Ethical Influence. Steve J. Martin is managing director and Cialdini is president of a consultancy that helps organizations improve performance by using the principles of influence.

 

Summary

The Nature of Persuasion
Persuasion is a curious thing. Because it is based on human psychology and because life gives everyone direct experience of that psychology, people depend too much on their own experiences when they try to persuade others. In fact, people aren’t even especially...

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