Merging research and real-world application, this insightful guide reveals what really drives decisions and introduces readers to the persuasion equation - a powerful combination of factors proven to speed agreement. Readers will discover the surprising reasons people say “yes” and learn how to:

• Radiate an aura of expertise
• Win trust and leverage credibility
• Build a business case that appeals to both heart and mind
• Adapt for personality, gender, and generational differences
• Use language strategically
• Perfect the five-step persuasion process
• Generate group buy-in
• Master organizational politics

From crafting compelling emails to convincing a colleague to nailing the big presentation, Persuasion Equation is your personal recipe for success.