This a terrfic guide that should help the persuasion neophyte or veteran to become a better persuader. Shell and Moussa cover all the ins and outs of persuasion, from introduction of a new idea to getting the commitments to follow through. They do this against a back-drop of persuasion styles, and provide an evaluation quiz to help the reader identify their dominant style. They provide a powerful four-step model using the acronym PCAN - present the Problem, identify the Cause, your Answer to the problem, and how your idea is the best among other alternatives (Net benefits). For each of these steps in the process, the authors provide a variety of how to's that assist the reader in preparing for and implementing each step. Shell and Moussa also cover the obstacles to persuasion and provide guidance on how to overcome these. They also provide terrifically fascinating examples from history and business that clearly illustrate the applicatoin of their persuasion principles and tactics. If you want to improve your persuasion game, this is a must read.
