Do you have it – that magical power to capture your audience, sway undecideds, convert opponents? In an era of cross-functional teams and intercompany partnerships, masters of persuasion exert far greater influence than formal power structures.

But is persuasion really magic? must we ordinary types struggling with leadership’s greatest challenge-getting things done through others – despair of ever mastering this art?

Good news – from behavioral science: Persuasion works by appealing predictably to deeply rooted human needs. The rest of us can learn to secure consensus, cut deals, win concessions – by artfully applying six scientific principles of winning friend and influencing people.

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