CONTENTS Preface Acknowledgments CHAPTER 1 xiii xvii 1 25 43 59 Swayed, Nudged, and Driven: Influence Is Constant 360-Degree Influence Starts with You Breaking Through Resistance: The Major Barriers to Influencing Others Know What Really Motivates People and What People Really Care About How Our Decisions Define Our Ability CHAPTER 2 CHAPTER 3 CHAPTER 4 CHAPTER 5