Luke: …Is the Dark Side stronger?
Yoda: No, no, no. Quicker, easier, more seductive.
Luke: But how am I to know the good side from the bad?
Yoda: You will know… when you are calm, at peace, passive. A Jedi uses the Force for knowledge and defense, never for attack.

In his first book, Robert Cialdini, psychology-professor-turned-marketing-guru wrote of his desire to learn “How to Say No” to itinerant marketers, aggressive solicitors and various other ne’er-do-wells. As a result, (and as I explain in my review of Influence: The Psychology of Persuasion), Cialdini goes out of his way to show readers why we say “yes” when we don’t want to and how to say “no” when we should. Furthermore, in his follow-up book (see my review of Influence: Science and Practice) Cialdini extends his discussion of the six principles of persuasion to specifically include Continue Reading “The Dark Side: A Review of Yes! 50 Scientifically Proven Ways to Be Persuasive by Robert B. Cialdini et al”