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The Pre-Persuasion book, with material from recent research and based on real case studies, is a valuable guide to persuading the public effectively. Professor Robert Cialdini has transformed our thinking about the art of persuasion and now offers us a new theory on the art of how to make the world see through your own lens. It reveals that the key is not in the message itself, but in the critical moment before the message is delivered. Changing a listener's attitude, beliefs, or experiences is not necessary, the author argues—all that is required is to reorient the focus of the audience's attention before a relevant action. They said of the book: "This book should be on the library shelf of everyone involved in business, from the CEO to the new salesperson." —Forbes Dr. Robert Cialdini is Professor of Psychology and Marketing at the University of Arizona and founder of Influence at Work. He is regarded by the global academic community as an authority in the fields of influence and persuasion. His books have sold more than three million copies and are available in thirty-three languages.