The book Pre-Suasion, featuring material from recent research and based on case studies, serves as a valuable guide for effectively persuading your audience.

Professor Robert Cialdini has transformed our thinking regarding the art of persuasion and now offers us a new theory on how to make the world see through your own lens. He reveals that the key lies not in the message itself, but in the critical moment before the message is delivered.

Changing an audience member's attitudes, beliefs, or experiences is not necessary, the author argues – all that is required is to redirect the audience's focus before a relevant action.

They said about the book: "This book should be on the shelf of every business person, from the CEO to the new sales hire." —Forbes

Dr. Robert Cialdini is a Professor of Psychology and Marketing at Arizona State University and founder of Influence at Work. He is regarded by the global academic community as an authority in the fields of influence and persuasion. His books have sold over three million copies and are published in thirty-three languages.