The Rules of Influence

Winning When You're in the Minority

William D. Crano

St. Martin's Press

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“Look out, Goliath—David has a training manual! . . . One of the best books on social psychology ever written.”
---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? It doesn’t matter if you’re trying to sell a new product or service, persuade colleagues to try out a new business plan, start a revolution, or simply convince your family where to go for dinner. In all of these cases you’re going up against the majority, and more often than not your efforts are going to come up short.

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. By doing so, he 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.

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Book Excerpts

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ONE
 
Who and What Is a Minority?
Everything great and intelligent resides in the minority.
—Goethe


Although race and ethnicity often spring to mind when the word minority is used, these features are, for our purposes, not particularly important determinants of minority status. Minority groups come in all shapes, sizes, and colors, and while it is true that minorities sometimes are identified by obvious physical features like skin color, sex, height, or weight, even definitions based on physical features can shift according to circumstance.

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Reviews

Praise for The Rules of Influence

Praise for The Rules of Influence

“Look out, Goliath—David has a training manual! In this smart and engaging book, Crano uses cutting-edge scientific research to show us how the few can influence the many, and how the weak can beat the strong. One of the best books on social psychology ever written.”
---Daniel Gilbert, New York Times bestselling author of Stumbling on Happiness

“Machiavelli had it easy — all he had to do was advise one Prince on how to gain power and how to keep it. William Crano has chosen the opposite, and more difficult task: to advise citizens in a democracy on how to be heard, and listened to, by the powers that be. 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: The Psychology of Optimal Experience and Good Business

The Rules of Influence by Crano is the seminal work defining specifically how those in the minority must proceed if they are to influence others and cause change. Groundbreaking. Fascinating. Brilliant.”
---Kevin Hogan, Psy.D.,  author of The Science of Influence

“The author succeeds in explaining the concepts and studies in a manner accessible even to readers with no prior knowledge of social psychology, and he cites abundant examples of the success of his proposed rules from history and politics.”
--Kirkus Reviews

“Clearly it’s important to allow those with minority views to have voices and influence in politics and business and on social issues. But 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 for alternative thinkers that involves working from the inside, being persistent, staying on message, being flexible, and other strategies to give the little guy a chance for his voice to be heard.”
--Booklist


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About the Author

William D. Crano

Dr. William D. Crano is a professor of psychology at Claremont Graduate University, an American Psychological Association and Association for Psychological Science fellow, and a former NATO senior scientist. He is married with three children and lives in California.

William D. Crano

Mathieu Young
William D. Crano

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Available Formats and Book Details

The Rules of Influence
Winning When You're in the Minority
William D. Crano

Hardcover

Hardcover
St. Martin's Press
March 2012
Hardcover
ISBN: 9780312552299
ISBN10: 0312552297
6 1/8 x 9 1/4 inches, 288 pages
$25.99

e-Book Agency

e-Book Agency
St. Martin's Press
March 2012
e-Book Agency
ISBN: 9781429956727
ISBN10: 1429956720
304 pages
$7.99
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