The small BIG

Three experts in persuasion science reveal the small changes you can make for a big improvement in your ability to influence others.At some point today you will have to influence or persuade someone. It may be your boss, a co-worker, a customer, client, spouse, your kids, or even your friends. Most likely, the key to succeeding will be a small change in your approach—one that delivers big. In The small BIG, Steve Martin, Noah Goldstein and Robert Cialdini reveal how influence, persuasion, and behavioral change happen in today's information overloaded world. Drawing on cutting edge research in neuroscience, cognitive psychology, social psychology, and behavioral economics, the authors explain why it isn't information per se that leads people to make decisions, but the context in which that information is presented. It only takes a small shift in your approach to tap into someone's deeply felt human motivations. The authors present more than fifty small changes you can start using today to dramatically improve your powers of persuasion.