At some point today you will have to influence or persuade someone -perhaps ask a colleague a favour, negotiate with a contractor or get your spouse to put out the recycling.
In The small BIG, three heavyweights from the world of persuasion science and practice - Steve Martin, Noah Goldstein and Robert Cialdini - describe how, in today's information-overloaded world, it is now the smallest changes that lead to the biggest differences in results.
Offering deceptively simple suggestions and explaining the extensive scientific research behind them, the small BIG presents over fifty small changes - from the little adjustments that make meetings more effective to the costless alteration to correspondence that saved a government millions.
The small BIG is full of surprising, powerful - and above all, tiny - changes that could mean the difference between failure and success.
ABOUT THE AUTHOR: Martin, Goldstein and Cialdini are renowned practitioners of the science of persuasion. In the field of influence and persuasion, Robert Cialdini is the world's most cited living social psychologist and author of the seminal book Influence. Together, they are the authors of the Royal Society Prize-listed international bestseller Yes! 50 Secrets from the Science of Persuasion. Collectively the authors books have sold three million copies and translated into twenty-seven languages.
For the last 10 years Steve Martin has headed the UK office of Professor Robert Cialdini's consultancy INFLUENCE AT WORK (www.influenceatwork.com). As well as consulting for a wide variety of commercial and government organisations Steve speaks at conferences all over the world and teaches on the subject of influence and persuasion at several business schools. His popular monthly column 'Persuasion' in British Airways in flight magazine Business Life is read by up to 3/4 million people every month and he is also one of the business columnists for the UK's Institute of Leadership and Management.
Noah Goldstein is a protege of Cialdini's. He is an assistant professor at the University of Chicago Graduate School of Business. He earned a Ph.D. in psychology under Robert Cialdini at Arizona State University in 2007, and he has published research with Cialdini in the Journal of Personality and Social Psychology.
Robert Beno Cialdini is the Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and was a visiting professor of marketing, business and psychology at Stanford University, as well as at the University of California at Santa Cruz. He is best known for his 1984 book on persuasion and marketing, Influence: The Psychology of Persuasion. The book has sold over three million copies and has been translated into thirty languages. It has been listed on the New York Times Best Seller list and Fortune lists it in their "75 Smartest Business Books".
