Robert Cialdini is author of the bestselling books 'Influence: The Psychology of Persuasion and Pre-Suasion: A Revolutionary Way to Influence and Persuade'. He is the Emeritus Professor of Psychology and Marketing at Arizona State University and President of INFLUENCE AT WORK.

INFLUENCE AT WORK provides training and advisory services on the effective and ethical use of persuasion. Their new Moment-Maker programme is based on the pre-suasion research described in this article. For more visit

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