CEOs persuade analysts to write favorable reports about their companies.Leaders persuade employees to take specific plans of action.Politicians persuade people to vote for them.Job candidates persuade recruiters to hire them.Entrepreneurs persuade investors to back their startups.Think about the role of persuasion in our daily lives: As our economy has evolved from an agrarian to an industrial to a knowledge-based one, successful people in nearly every profession have become those capable of convincing others to take action on their ideas. Some economists believe that persuasion is responsible for generating one-quarter or more of America’s total national income. The ability to persuade, to change hearts and minds, is perhaps the single greatest skill that will give you a competitive edge in the knowledge economy - an age where ideas matter more than ever. Ideas are the currency of the twenty-first century.
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