Is it possible to effectively and without violating ethical standards persuade another person to fulfill your less than pleasant request? How to convince your opponent that you are right without using deception or aggressive methods of pressure? How to win over anyone who doubts that you are right? The author of the book, researcher Nick Kolenda, suggests using a special persuasion technique that he developed based on cognitive psychology and analysis of case studies. The author supports each theoretical postulate with an example from life. This interesting technique of seven sequential steps can be used anywhere: at home, in communication with friends and at work, in the store and on vacation. It will help you in completely different situations: to earn a good reputation in the eyes of your boss, and to finally teach your children to eat vegetables. Any communication is, to one degree or another, persuasion, so the better you learn to convince others, the more you can achieve in life.