There are certain moments that can be created to influence future actions to be more favorable towards your desired outcome, however, these are usually temporary windows of opportunity.

The one hold-up I have with this book which the author unknowingly brought to my attention due to his repeated attack on the industry professionals who do not value the scientific studies mentioned in the book, who do not believe they relate to the real world. I never thought about it before, but you can manipulate knowingly or unknowingly a study to favor your outcome. Plus, if you have a hypothesis, and you use up your (or someone else’s) time and money to research it, you want a positive outcome at the end. Additionally, if you test for something a dozen different ways, you’re bound to get the outcome you want. To me, these are huge blemishes that need to be addressed.

P.S. Mr. Cialdini, if you’re reading this, I have an invaluable tool for you at, instead of including links like this:

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