In this new version of this highly praised hit, Mathew John, author of the New York Times bestseller Pre-Suasion and internationally recognized as a pioneer in the fields of influence and persuasion, provides an explanation of the psychological reasons why people say yes. This book has received a lot of praise recently. An explanation like this is included in the book. Furthermore, he explores the application of these moral realizations in both professional and real-life settings. For the purpose of illustrating this extremely significant subject matter in a manner that appears to be surprisingly straightforward, Cialdini makes use of stories and locations that are plainly comparable to one another. Cialdini is your friend who will assist you in making use of this information without needing you to go through the process of becoming a scientist. Without you needing to engage a scientist, he will complete this task for you. With the help of Cialdini's Universal Principles of Influence, which incorporate both novel applications and research, you will acquire the information you need to become an even more skilled persuader.

In addition, you will develop the ability to defend yourself against others who aim to exert unethical influence on you, which is a talent that is equally as important to acquire. It is possible that you are giving someone else the power to make judgements about these topics, despite the fact that you may believe that you are familiar with them. In the event that you do not have an understanding of the intricacy of these ideas, it is possible that you are delegating those decisions to another individual.