Contents
1. Understand the Four Components of Influence
Where emotions fit in.
By Nick Morgan
2. Harnessing the Science of Persuasion
Back to behavioral basics.
By Robert Cialdini
3. Three Things Managers Should Be Doing Every Day
Build trust, a team, and a network.
By Linda A. Hill and Kent Lineback
Captivate and motivate.
By John Antonakis, Marika Fenley, and Sue Liechti
5. To Win People Over, Speak to Their Wants and Needs
Know—and empathize with—your audience.
By Nancy Duarte
6. Storytelling That Moves People
Unite an idea with an emotion.
An interview with Robert McKee by Bronwyn Fryer
7. The Surprising Persuasiveness of a Sticky Note
Build personal connections.
By Kevin Hogan
8. When to Sell with Facts and Figures, and When to Appeal to Emotions
Head versus heart.
By Michael D. Harris