The Persuaders

Very worthwhile — profiles people who have figured out that you don’t change minds by trying to force people to let go of their beliefs in favor of yours, but rather by using normal professional sales techniques (believe in what you’re selling, sell the benefits, don’t adopt your competitors’ frames, etc.) and listening to people to find out what THEIR concerns are, rather than just insisting that they should be concerned with what you are concerned with. Quite a hopeful book all in all. I was impressed, liked it much more than I thought I would. Would recommend most highly.