'Lucid and engaging . . . Sharot's treatment is particularly valuable for its balance between accessibility to the reader and solid grounding in scientific research . . . An indispensable contribution from the coalface of cognitive scientific research' Science 'This book is not only a primer on persuasion; it is far more valuable than that. It explains why so many of our well-meaning attempts to change people's minds can backfire so badly' RORY SUTHERLAND, VICE CHAIRMAN, OGLIVY & MATHER Part of our daily job as humans is to influence others; we teach our children, guide our patients, advise our clients, help our friends and inform our online followers. But how good are we at this role? The Influential Mind