Pre-Suasion: A Revolutionary Way to Influence and Persuade Book by Robert Cialdini

In Pre-Suasion: A Revolutionary Way to Influence and Persuade, Robert Cialdini explains that the key to successful influence often lies in what happens before a message is delivered, by guiding the audience's attention to make them receptive to the upcoming message. This process, called "pre-suasion," sets the stage for a proposal to be accepted.