Whether you're trying to close a deal or get your family members on track, you're inevitably faced with the problem of motivating others. Susan Weinschenk suggests taking a scientific approach to predicting behavior instead of relying on luck. In the book, you will learn about the key drivers of motivation and practical strategies for each of them. You'll learn to use your knowledge of psychology and brain science to better motivate people to do what you want them to do. Or even get people to want to do what you want them to do. The author is a renowned behavioral and brain psychologist with 30 years of experience. Susan Weinschenk writes books and runs a consulting company. Published in Russian for the first time.