A cutting-edge research-based inquiry into how we influence those around us & how understanding the brain can help us change minds for the better Part of our daily job as humans is to influence others; we teach our children guide our patients advise our clients help our friends & inform our online followers We do this because we each have unique experiences & knowledge that others may not But how good are we at this role? It turns out we systematically fall back on suboptimal habits when trying to change other's beliefs & behaviors Many of these instincts-from trying to scare people into action to insisting the other is wrong or attempting to exert control-are ineffective because they are incompatible with how the mind operates The principle idea of this book is that an attempt to change will be successful if it is well-matched with the core elements that govern how our brain works Sharot unveils the hidden power of influence good & bad & enables us to identify instances in which we fall prey to delusions The book will search deep below the surface-relying on the latest research in neuroscience & psychology-to provide new insight into human behavior