This isn't a 'how to' book, but a 'why' book. It explains aspects of normal human behaviour that if understood can be used to influence people to your way of thinking and or to act in accordance with your wishes (e.g. buy your product) with surprisingly powerful results. Whilst the book contains some marketing illustrations, it is mostly an academic book referencing all the various scientific experiments that have led to the conclusions presented. It looks far more daunting to read that it really is, and like a good novel it grabs your attention to want to read more. Not only does Cialdini explain the ways in which influence can be and is exerted, he advises how to avoid becoming a victim of others using these techniques on you, a life skill worth having for anyone. As a marketer it leaves me wanting more, to know how to apply these in a practical way. Some of his other books do this better, but for those who like to understand why things work rather than just how to do them, then this is a excellent starting point to a whole new way of thinking not only about marketing but how you personally can benefit from knowing and applying these techniques in day to day life.