This book is not only a primer on persuasion; it is far more valuable than that. It explains why so many of our well-meaning attempts to change people's minds can backfire so badly. Trump haters take note. Rory Sutherland, Vice Chairman, Ogilvy & Mather. Part of our daily job as humans is to influence others; we teach our children, guide our patients, advise our clients, help our friends, and inform our online followers. But how good are we at this role? It turns out we systematically fall back on sub-optimal habits when trying to change others' beliefs and 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 Influential Mind unveils the hidden power of influence, good and bad, and enables us to identify instances in which.