The Rules of Influence Winning When You're in

No one doubts the power of the majority. It makes all of the rules, and most of us are willing to go along, but what happens when you're not? What about those issues that are so important to you that you're willing to take on the naysayers?It doesn't matter if you're trying to market and sell a product or service, persuade colleagues to try out a new business plan, or simply convince your family where to go for dinner in all of these cases you're going up against the majority. And while minorities fail in countless ways, these scientifically proven strategies will lead you to success.* Working from the inside: Outsiders are easy to dismiss. It's pivotal to work with the majority's interests in mind.* Focusing on the problem: Through persistence and consistency, you have much more power on a single issue even when you're outnumbered.* Cracking the majority: There's no majority without consensus. A single dissenting voice starts hundreds of fractures.By applying the science of persuasion to those moments in your life when you're overmatched, Dr. William Crano-an expert in the field of influence-gives you the tools to overcome overwhelming odds and take back control.

Dr. William D. Crano is a professor of psychology at Claremont Graduate University, an American Psychological Association and Association for Psychological Science fellow, and a former NATO senior scientist. He is married with three children and lives in California.

Advance Praise for The Rules of Influence

“Look out, Goliath—David has a training manual! In this smart and engaging book, Crano uses cutting-edge scientific research to show us how the few can influence the many, and how the weak can beat the strong. One of the best books on social psychology ever written.”
---Daniel Gilbert, New York Times bestselling author of Stumbling on Happiness

“Machiavelli had it easy — all he had to do was advise one Prince on how to gain power and how to keep it. William Crano has chosen the opposite, and more difficult task: to advise citizens in a democracy on how to be heard, and listened to, by the powers that be. Based on deep layers of research, yet written with verve, this thoughtful book is an essential manual for informed social action.”
---Mihaly Csikszentmihalyi, bestselling author of Flow: The Psychology of Optimal Experience and Good Business

“The Rules of Influence by Crano is the seminal work defining specifically how those in the minority must proceed if they are to influence others and cause change. Groundbreaking. Fascinating. Brilliant.”
---Kevin Hogan, Psy.D., author of The Science of Influence

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The Rules of Influence Winning When You're in the Minority

Summary

Author Biography

Table of Contents

Supplemental Materials