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The DNA of Persuasion
Kevin Dutton's first book was about persuasion. He says the key to getting people to do what they don't want is changing their mind-set. His dad, a market trader, would sell you know all kinds of shit to anybody he met. But Kevin never once saw him embarrassed and could do things that most normal people would find impossible. 'I grew up in a pretty rough part of London Jay and I got all that from my dad who was actually he was a psychopath'