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The Godfather of Influence, Dr. Robert Cialdini

The Science of Success

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The Danger of Persuasion

The idea that the message itself is not where all the persuasion takes place and that can take place around the message before the message. Sometimes simply establishing one's credibility as a communicator, as an honest and informed broker of information can be enough to be the message. We have dynamite. We can move people in our direction and they won't even recognize it. So we have to be so ethical about the use of this.

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