About the book: 2020 / What can make a person say “yes”? What are the principles and most effective techniques of influence and persuasion? You will find comprehensive answers to these questions in the new, revised and expanded edition of the book, which captivates the reader not only with its stunning information content, but also with its easy style and effective presentation of the material. The book by Robert Cialdini, a recognized master of influence and persuasion, went through five editions in the United States, its circulation has long exceeded 2,500,000 copies. It is addressed to everyone who works with people: politicians and businessmen, doctors and lawyers, psychologists, teachers, managers, those who, by the nature of their work, must convince, influence, influence.