The Wheel of Persuasion

I was so adjacent to me on your podcast that I made sure I was a speaker this year. So it says on the agenda that you're talking about, the Wheel of Persuasion, which is your book and your model. Well, actually I do not like the term persuasion that much. It's basically about... You've already left it. You've maybe tested this so you know you're already right. What I'm trying to do is apply all the knowledge that I got from studying psychology and being raised by psychologists and run online experiments that we call A.B. tests. We've even tested our coffee machines at the office.