In the post-fact, deeply divided world we live in, true persuasion is rare. Engaging with people holding differing opinions is rarer still. But for progress to take place, persuasion must happen. Whether it's convincing an employer you are right for the job, a customer that your product is the best or your closed-minded uncle that good people can disagree, it takes the art - and science - of persuasion to move forward. So, how do you change someone's mind - or at least advance the conversation - when everyone is entrenched in their own points of view? Communication expert, Lee Hartley Carter, has spent nearly twenty years advising and helping the world's most well-known companies do just that. Among the counterintuitive secrets you'll learn: · It's not enough to understand the person you're talking to - you must truly empathise with them (yes, even them). · Logic alone doesn't work. Stories and emotions are what move us most. · When communicating in a crisis, our first instinct is almost always wrong. Filled with deeply researched insights into how we make up - and change - our minds, as well as colourful, actual examples and practical recommendations, PERSUASION will help you hone your message and craft your communication skills in order to get heard and get results.