Top positive review
Well put together
on 16 April 2018
The book is based around seven drives or factors that determine behaviour and, if you know how to, you can use these factors to change the behaviour of others.
My first criticism is the way these drives are titled. The first is "the need to belong" which I feel is clear but the next is "habits", the next "the power of stories"... and they don't intuitively communicate the factor.
When you dip down a level, the text is neatly summarised into short strategies that tell you how to apply the factors. It pulls together the research into a practical framework with plenty of aha moments. These are well explained and you should feel that you can use many of them as you read through.
However, there are a lot of persuasion strategies and they do feel overwhelming unless you move into study mode and start noting and learning them.
The author recognises this issue and puts together a great guide towards the end. There is a section of persuasion situations and the author identifies the best drives to use and recommends the best strategies within those drives. This really helps bring everything together.
The book ends by pulling together all the strategies for each drive as a quick and easy refresher.
Overall I think this is a excellent book on persuasion, both wide in scope and with plenty of detail. I am happy to give it a full FIVE star rating and that's quite rare from me.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.