Noah J. Goldstein

Small changes can make a big difference in your powers of persuasion. - What one word can you start using today to increase your persuasiveness by more than fifty percent? - Which item of stationery can dramatically increase people's responses to your requests? - How can you win over your rivals by inconveniencing them? - Why does knowing that so many dentists are named Dennis improve your per...

At some point today you will have to influence or persuade someone - perhaps ask a colleague a favour, negotiate with a contractor or get your spouse to put out the recycling. In the small BIG, three heavyweights from the world of persuasion science and practice - Steve Martin, Noah Goldstein and Robert Cialdini - describe how, in today's information-overloaded world, it is now the smallest c...