Robert B. Cialdini's Influence has been the go-to book for marketers since its release in 1984, delivering six key principles behind human influence and explaining them with practical examples.

Dr. Robert Cialdini is a legend in the world of marketing and sales.

After three years of research into the psychology of persuasion and manipulation at all kinds of businesses, including car dealerships, charity organizations, and telemarketing companies, Cialdini published the groundbreaking book Influence.

Since its initial publication in 1984, Influence has become a modern business classic and is required reading for anyone trying to succeed in the world of work and entrepreneurship.

In his book, Cialdini lays out the six fundamental principles of persuasion: reciprocity, consistency, scarcity, social proof, liking, and authority.

Cialdini's principles can work for us or against us, and it is essential to understand how they work if you want to avoid being manipulated in business.