The 4-Step Process to Influence People and Decisions

People make decisions emotionally and then justify them rationally.

Persuade draws on psychology, sociology, decision-making, body language, emotional intelligence, economics, and other fields in order to explain why we do what we do, and then ultimately provides readers with an easy-to-use 4-step process for how to influence people. It is uniquely based on the combination of original research, scientific studies, real-world examples, and practical exercises – making it a fun and easy read that is credible and highly impactful.


“These guys are brilliant. They have taken the fun, interactive and information packed experience that SNI has imparted to my Business Mastery folks for years and translated it into this book that delivers all of that and more. Jeff Cochran and Andres Lares are experts at taking common sense approaches to impactful skills but delivering them with a playfulness that is unique in this industry. These guys take their topic seriously, but never make the mistake of taking themselves any other way than with a grain of salt.”

– Tony Robbins, NYT best-selling author, philanthropist, world renowned life and business strategist

“Persuade is great for leaders and aspiring leaders. It opens your eyes to the incredible science and research available around influencing others in a way that you can seamlessly implement in business and life, thanks to the authors’ decades of experience and practical approach. For those of us looking to learn about persuasion and influencing, you will become better at both by reading this book.”

– Howie Roseman, EVP and General Manager for the Philadelphia Eagles

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