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The Rules of Influence: Winning When You're in the Minorityby William Crano
Synopses & Reviews
“Look out, Goliath—David has a training manual! . . . One of the best books on social psychology ever written.”
---Daniel Gilbert, New York Times bestselling author of Stumbling on Happiness
No one doubts the power of the majority. It makes the rules and enforces them, and most of us are willing to go along with it, most of the time. But what happens when youre not? What about when the issue is so important to you that youre willing to take on the naysayers? It doesnt matter if youre trying to sell a new product or service, persuade colleagues to try out a new business plan, start a revolution, or simply convince your family where to go for dinner. In all of these cases youre going up against the majority, and more often than not your efforts are going to come up short.
Or at least that was the case before Dr. William Crano—an expert in the field of influence—applied the science of persuasion to those moments when you find yourself outnumbered and overmatched. By doing so, he has discovered proven strategies, such as working from the inside and changing the game from subjective preferences to objective decisions, and distilled these strategies and more into an extraordinary collection of rules that radically affect the likelihood of success.
The Rules of Influence—the most powerful guide to being persuasive even under the most inhospitable conditions—gives you the tools to overcome overwhelming odds and take back control in every situation.
Use the science of persuasion to win people over—even when youre outnumbered and overmatched.
No one doubts the power of the majority. It makes all of the rules, and most of us are willing to go along, but what happens when youre not? What about those issues that are so important to you that youre willing to take on the naysayers?
It doesnt matter if youre trying to market and sell a product or service, persuade colleagues to try out a new business plan, or simply convince your family where to go for dinner in all of these cases youre going up against the majority. And while minorities fail in countless ways, these scientifically proven strategies will lead you to success.
* Working from the inside: Outsiders are easy to dismiss. Its pivotal to work with the majoritys interests in mind.
* Focusing on the problem: Through persistence and consistency, you have much more power on a single issue even when youre outnumbered.
* Cracking the majority: Theres no majority without consensus. A single dissenting voice starts hundreds of fractures.
By applying the science of persuasion to those moments in your life when youre overmatched, Dr. William Crano—an expert in the field of influence—gives you the tools to overcome overwhelming odds and take back control.
About the Author
Dr. William D. Crano is a professor of psychology at Claremont Graduate University, an American Psychological Association and Association for Psychological Science fellow, and a former NATO senior scientist. He is married with three children and lives in California.
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