Mastering the Art of Persuasion
b'Jonah Berger, professor at the Wharton School of the University of Pennsylvania, says that most of us aren\\u2019t approaching persuasion the right way. Pushing people to behave how you\\u2019d like them to or believe the same things you do just doesn\\u2019t work, no matter how much data you give or how many emotional appeals you make. Studying both psychology and business, he\\u2019s found better tactics for bringing people over to your side. One of the keys? Asking questions so people feel like they\\u2019re making the decision to change. Berger is the author of the book "The Catalyst: How to Change Anyone\'s Mind."'