I’ve been looking forward to reading this book for ages; one of the books I’ve been saving and savouring the thought of reading. Unfortunately, this one fell under the weight of expectation. I didn’t hate it, I just didn’t enjoy it as much as I was expecting to.
The book is about the psychology of persuasion. It looks at the science behind why some people are better at persuading people than others.
The book uses a lot examples and stories about an interesting mixture of people; some who use their skill lawfully and others who are con-men. There are also a lot of scientific experiments cited. I loved reading about the people and the experiments. They give a fascinating insight into what makes some people tick.
The model created by Dutton proposes that the art of persuasion is SPICE; simplicity, perceived self-interest, incongruity, confidence and empathy. If you and your proposal meets these criteria you are more likely to persuade people to accept or adopt whatever you are proposing.
The book does a good job of exploring the different aspects of the model but it doesn’t really give any advice, suggestions or tips on how an ordinary mortal might improve each of these skills to become better at them.
I also finished the book with a niggling feeling that there were questions left unanswered.
If you’re going to read this book I’d suggest tackling it as an interesting psychology text-book rather than expecting it to be a self-improvement book.