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"In the course of doing research for a book on how people actually change their minds, and what gets them to say “yes” rather than "'no,'” I was distressed to find that I knew much less about it than I thought I did.
"I figured that my nearly five years as the New York Times Op-Ed editor gave me a pretty strong vantage point on what worked and what didn’t. It did — but I didn’t always know why.
"What I sensed intuitively about effective writing turned out to rest on some deep psychological truths. Understanding them provides tactics that can be exploited in both personal and written interactions."
