If anyone asks me for a book recommendation, there’s a good chance this will be on the top ten list regardless of the person. Cialdini covers the six ‘weapons of influence’ that he has found to affect human behavior subtly and powerfully. The Six Factors are Reciprocity, Commitment, Liking, Social Proof, Authority, and Scarcity. If you own a business, deal with people, are a consumer, are in a relationship . . . you will use this book. It can save you thousands by protecting yourself against shady influencers and help you make much more by using these principles ethically. Highly recommended to all. Buy Influence: The Psychology of Persuasion here.