Flip the script: persuade anyone by getting them to think your idea is their idea 9780525533948, 9780525533955, 0525533958

"No one likes being pressured into making a purchase. Over decades of being marketed, pitched, sold (and lied) to,

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Flip the script: persuade anyone by getting them to think your idea is their idea
 9780525533948, 9780525533955, 0525533958

Table of contents :
Why you need inception --
The dominance hierarchy --
Creating certainty --
Using pre-wired ideas --
The power of plain vanilla --
Leveraging pessimism --
How to be compelling --
Putting the scripts to work.

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