What is the psychology that drives people to say yes? Influence …in 30 Minutes is the essential guide to quickly understanding the psychology of influence as outlined in Robert B. Cialdini’s best-selling book, Influence: The Psychology of Persuasion. Learn the key ideas behind Influence in a fraction of the time: • Discover the six universal principles to becoming a skilled persuader. • Understand why people say yes, and learn how to counteract these persuasive tactics when they are used in an exploitive manner. • Illustrative case studies reveal Cialdini's groundbreaking research in the psychology of influence. In Influence, Robert B. Cialdini, PhD, best-selling author and expert in the field of influence and persuasion, has compiled over thirty-five years of evidence-based research to offer fundamental insights into the psychology of compliance. Through experimental studies and an immersion in the world of compliance professionals—politicians, fund-raisers, recruiters, advertisers, marketing professionals, and others—Cialdini presents a framework for understanding the world of persuasion. Widely praised for its actionable insights, Influence: The Psychology of Persuasion offers practical knowledge for anyone seeking to ignite personal change and drive success. A 30 Minute Expert Summary of Influence Designed for those whose desire to learn exceeds the time they have available, Influence …in 30 Minutes enables readers to rapidly understand the indispensible ideas behind critically acclaimed books.