We live and work in a world where persuasion is an essential skill for almost all of us. It is a feature not only of our professional lives but of our domestic ones as well. This can range from ordinary domestic situations like trying to convince our partner to see a particular movie, to sending our children to a specific school, right across the board to more professional situations such as convincing our company directors to accept a new product line or policy. We need to sell our ideas, products, services, policies, and, in a strange way, our own talents and reputations. Persuasion, in fact, is an all-pervasive aspect of all of our lives.
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