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11 page article from Robert B. Cialdini in the Havard Business ReviewHarnessing the Science of PersuasionDo you have it that magical power to capture your audience, sway undecideds, convert opponents? In an era of cross-functional teams and intercompany partnerships, mastersof persuasion exert far greater influence than formal power structures. But is persuasion really magic? Must we ordinary types struggling with leadership’s greatest challenge—getting things done through others—despair of ever mastering this art? Good news—from behavioral science: Persuasion works by appealing predictably to deeply rooted human needs. The rest of us can learn to secure consensus, cut deals, win concessions—by artfully applying six scientific principles of winning friends and influencing people.