Dr. Robert Cialdini, author of the groundbreaking book, Influence, and president of IAW is your guide, translating the scientific research into practical business applications.  His widely acclaimed studies are highly instructive to those who want to be more influential.  Dr. Cialdini’s books Influence: Science & Practice and Yes! 50 Scientifically Proven Ways To Be Persuasive were listed on the New York Times & BusinessWeek Bestseller lists.