The 5 Paths to Persuasion

Based on a study of 1,700 managers, the authors of this book observed that people are easier to convince when their decision-making style is taken into account. They identified five main decision-making styles, which must be understood to define a suitable persuasion strategy. For example, depending on whether you are addressing a charismatic, skeptical, controlling, thinking or follower type, you will use different arguments, presented in different ways and in a different order, with a different attitude, etc. – a particularly enlightening grid.