The Rules of Influence

"Smart and engaging . . . uses cutting-edge scientific research to show us how the few can influence the many, and how the weak can beat the strong." —Daniel Gilbert, New York Times–bestselling author of Stumbling on Happiness

No one doubts the power of the majority. It makes the rules and enforces them, and most of us are willing to go along with it, most of the time. But what happens when you're not? What about when the issue is so important to you that you're willing to take on the naysayers? Whether you're trying to sell a product, a service, a big new idea, or a small new idea, it's tough to go up against the majority—or at least that was the case before Dr. William Crano, an expert in the field of influence, applied the science of persuasion to those moments when you find yourself outnumbered and overmatched.


Crano has discovered proven strategies, such as working from the inside and changing the game from subjective preferences to objective decisions, and distilled these strategies and more into an extraordinary collection of rules that radically affect the likelihood of success. The Rules of Influence—the most powerful guide to being persuasive even under the most inhospitable conditions—gives you the tools to overcome overwhelming odds and take back control in every situation.


"What is the most effective way to effect change if your message is being drowned out by those in power? Crano lays out a set of effective rules of engagement." —Booklist

"One of the best books on social psychology ever written." —Daniel Gilbert, New York Times–bestselling author of Stumbling on Happiness

"Based on deep layers of research, yet written with verve, this thoughtful book is an essential manual for informed social action." —Mihaly Csikszentmihalyi, bestselling author of Flow