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 and business lives, but of our domestic ones, as well. It can range from ordinary situations like trying to convince your 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 and points of view, products, services, policies, and, in a strange way, our own talents and reputations. Persuasion is an all-pervasive aspect of all of our lives.