Mastering the Art of Persuasion

Jonah Berger, professor at the Wharton School of the University of
Pennsylvania, says that most of us aren’t approaching persuasion
the right way. Pushing people to behave how you’d like them to or
believe the same things you do just doesn’t work, no matter how
much data you give or how many emotional appeals you make. Studying
both psychology and business, he’s found better tactics for
bringing people over to your side. One of the keys? Asking
questions so people feel like they’re making the decision to
change. Berger is the author of the book "The Catalyst: How to
Change Anyone's Mind."