In a world constantly shaped by persuasion, understanding why we say "yes" is no longer a luxury—it's a necessity. The Power of Persuasion takes you on a deep dive into the science, strategies, and ethics of influence, showing how persuasion shapes everything from the choices we make to the identities we build.

From everyday decisions to high-stakes moments, this book reveals the invisible forces that drive human behaviour. Drawing on the latest psychological and neuroscientific research, it examines how emotions, cognitive biases, and social dynamics influence our decisions and shape our perception of the world.

You’ll explore the critical role of emotions in decision-making, how we often override logic with feelings, and how brands, leaders, and influencers use these emotional triggers to connect with us on a profound level. The book also examines how persuasion shapes not only our actions but also who we believe we are, altering our sense of self and memory along the way.

Through 10 insightful chapters, you’ll gain a clear understanding of how influence operates across various contexts, including in business, marketing, culture, relationships, and digital spaces. As the world becomes increasingly connected and influenced by technology, you’ll learn the ethical boundaries of persuasion and how to use influence responsibly.

Whether you want to improve your leadership skills, navigate the complexities of consumer behaviour, or understand the psychological forces shaping your own choices, The Power of Persuasion will provide you with both the knowledge and the tools to recognise and master the art of influence.