The author of the legendary best seller Influence, social psychologist Robert Cialdini, shines a light on effective persuasion and reveals that the secret doesn't lie in the message itself but in the key moment before that message is delivered.

In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. You'll learn Cialdini's Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you'll learn how to defend yourself against unethical influence attempts.

New York Times best-selling author Dan Heath examines how to prevent problems before they happen, drawing on insights from his innovative behavior research, as well as hundreds of new interviews with unconventional problem solvers. Most of us spend our days handling a deluge of pressing issues. We’re so accustomed to managing emergencies as they strike that we often don’t stop to think about how we could prevent crises before they happen. Why stop at treating the symptoms when you could develop a cure?

By synthesizing current research in the social sciences, Schwartz makes the counterintuitive case that eliminating choices can greatly reduce the stress, anxiety, and busyness of our lives. He offers eleven practical steps on how to limit choices to a manageable number, have the discipline to focus on the important ones and ignore the rest, and ultimately derive greater satisfaction from the choices you have to make.

Data is fundamental to the modern world. From economic development, to healthcare, to education and public policy, we rely on numbers to allocate resources and make crucial decisions. But because so much data fails to take into account gender, treating men as the default and women as atypical, bias and discrimination are baked into our systems. And women pay tremendous costs for this bias in time, money, and often with their lives. Celebrated feminist advocate Caroline Criado Perez investigates the shocking root cause of gender inequality and research in Invisible Women.

Misinformation affects all of us on a daily basis—from social media to larger political challenges, from casual conversations in supermarkets, to even our closest relationships. While we recognize the dangers that misinformation poses, the problem is complex—far beyond what policing social media alone can achieve—and too often our limited solutions are shaped by partisan politics and individual interpretations of truth. In Misbelief, preeminent social scientist Dan Ariely argues that to understand the irrational appeal of misinformation, we must first understand the behavior of “misbelief”.

The world's greatest problem-solvers, forecasters, and decision-makers all rely on a set of frameworks and shortcuts that help them cut through complexity and separate good ideas from bad ones. They're called mental models, and you can find them in dense textbooks on psychology, physics, economics, and more. Or, you can just listen to Super Thinking, a fun, illustrated guide to every mental model you could possibly need.

Medicine has become inhuman, to disastrous effect. The doctor-patient relationship - the heart of medicine - is broken: doctors are too distracted and overwhelmed to truly connect with their patients, and medical errors and misdiagnoses abound. In Deep Medicine, leading physician Eric Topol reveals how artificial intelligence can help. AI has the potential to transform everything doctors do, from notetaking and medical scans to diagnosis and treatment, greatly cutting down the cost of medicine and reducing human mortality.

The Gender Identity Development Service (GIDS), based at the Tavistock and Portman Trust in North London, was set up initially to provide - for the most part - talking therapies to young people who were questioning their gender identity. But in the last decade GIDS has referred more than a thousand children, some as young as nine years old, for medication to block their puberty. In the same period, the number of referrals has exploded, increasing thirty-fold, while the profile of the patients has changed, from largely pre-pubescent boys to mostly adolescent girls.

In January 2020, Donald Trump was on the fast track to an easy re-election. While his first two years had been stymied by House Speaker Paul Ryan, Senate Majority Leader Mitch McConnell, and the Democrats, his third year had been one of remarkable success. The United States had low unemployment and was making strides across the globe. The president's rallies were well-attended, and he was being projected to win four hundred electoral votes and about forty-five states. Then came COVID-19.

Science is how we understand the world. Yet failures in peer review and mistakes in statistics have rendered a shocking number of scientific studies useless—or, worse, badly misleading. Such errors have distorted our knowledge in fields as wide-ranging as medicine, physics, nutrition, education, genetics, economics, and the search for extraterrestrial life. As Science Fictions makes clear, the current system of research funding and publication not only fails to safeguard us from blunders but actively encourages bad science—with sometimes deadly consequences.

Chronic disease is shortening our lifespan, destroying our quality of life, bankrupting governments, and threatening the health of future generations. Sadly, conventional medicine, with its focus on managing symptoms, has failed to address this challenge. The result is burned-out physicians, a sicker population, and a broken healthcare system. In Unconventional Medicine, Chris Kresser presents a plan to reverse this dangerous trend.

Tired of making decisions that seem to only work against you? It starts with understanding your brain and the decision-making process. Cognitive biases and heuristics have developed over thousands of years of evolution and can lead to serious damages in multiple areas of life if you don’t recognize them and stop them dead in their tracks. How Our Brains Betray Us has everything you need to know with examples, tools, and strategies to identify the most powerful cognitive biases that impair all types of decisions, how to avoid them and also use them to your advantage.

In 2020, an estimated 5.8 million Americans had Alzheimer’s, and more than half a million died because of the disease and its devastating complications. Sixteen million caregivers are responsible for paying as much as half of the $226 billion annual costs of their care. As more people live beyond their 70s and 80s, the number of patients will rise to an estimated 13.8 million by 2025. Part case studies, part meditation on the past, present and future of the disease, The Problem of Alzheimer's traces Alzheimer’s from its beginnings to its recognition as a crisis.

When Linda Babcock asked why so many male graduate students were teaching their own courses and most female students were assigned as assistants, her dean said: "More men ask. The women just don't ask." It turns out that whether they want higher salaries or more help at home, women often find it hard to ask.

If we could turn back the clock psychologically, could we also turn it back physically? For more than 30 years, award-winning social psychologist Ellen Langer has studied this provocative question, and now has a conclusive answer: opening our minds to what's possible, instead of clinging to accepted notions about what's not, can lead to better health at any age.

In January 2020, Donald Trump was on the fast track to an easy re-election. While his first two years had been stymied by House Speaker Paul Ryan, Senate Majority Leader Mitch McConnell, and the Democrats, his third year had been one of remarkable success. The United States had low unemployment and was making strides across the globe. The president's rallies were well-attended, and he was being projected to win four hundred electoral votes and about forty-five states. Then came COVID-19.

Margaret Heffernan argues that the biggest threats and dangers we face are the ones we don't see - not because they're secret or invisible, but because we're willfully blind. A distinguished businesswoman and writer, she examines the phenomenon and traces its imprint in our private and working lives, and within governments and organizations, and asks: What makes us prefer ignorance? What are we so afraid of? Why do some people see more than others? And how can we change?

From the best-selling authors who taught the world how to have Crucial Conversations comes the new edition of Influencer, a thought-provoking book that combines the remarkable insights of behavioral scientists and business leaders with the astonishing stories of high-powered influencers from all walks of life. You'll be taught each and every step of the influence process - including robust strategies for making change inevitable in your personal life, your business, and your world.

Moneyball meets medicine in this remarkable chronicle of one of the greatest scientific quests of our time - the groundbreaking program to answer the most essential question for humanity: How do we live and die? - and the visionary mastermind behind it.

In 2020, an estimated 5.8 million Americans had Alzheimer’s, and more than half a million died because of the disease and its devastating complications. Sixteen million caregivers are responsible for paying as much as half of the $226 billion annual costs of their care. As more people live beyond their 70s and 80s, the number of patients will rise to an estimated 13.8 million by 2025. Part case studies, part meditation on the past, present and future of the disease, The Problem of Alzheimer's traces Alzheimer’s from its beginnings to its recognition as a crisis.

Dr. Marty Makary is co-developer of the life-saving checklist outlined in Atul Gawande's best-selling The Checklist Manifesto. As a busy surgeon who has worked in many of the best hospitals in the nation, he can testify to the amazing power of modern medicine to cure. But he's also been a witness to a medical culture that routinely leaves surgical sponges inside patients, amputates the wrong limbs, and overdoses children because of sloppy handwriting. Over the last 10 years, neither error rates nor costs have come down, despite scientific progress.

In late February 2020, Dr. Deborah Birx—a lifelong federal health official who had worked at the CDC, the State Department, and the US Army across multiple presidential administrations—was asked to join the Trump White House Coronavirus Task Force and assist the already faltering federal response to the Covid-19 pandemic. For weeks, she’d been raising the alarm behind the scenes about what she saw happening in public—from the apparent lack of urgency at the White House to the routine downplaying of the risks to Americans.

Medical doctor and national bestselling author of Make America Healthy Again Nicole Saphier reveals how politicization of the COVID-19 pandemic has baffled the public by creating distrust, fueling conspiracy theories, and making it harder for Americans to understand the necessary path forward. The pandemic has resulted in a failure of government, much of which is unavoidable in a unique disaster scenario. However, the rampant politicization of science has hopelessly muddied the water and knee-jerk anti-Trumpism made it all worse.

When Linda Babcock asked why so many male graduate students were teaching their own courses and most female students were assigned as assistants, her dean said: "More men ask. The women just don't ask." It turns out that whether they want higher salaries or more help at home, women often find it hard to ask.

I know my own mind. I am able to assess others in a fair and accurate way. These self-perceptions are challenged by leading psychologists Mahzarin R. Banaji and Anthony G. Greenwald as they explore the hidden biases we all carry from a lifetime of exposure to cultural attitudes about age, gender, race, ethnicity, religion, social class, sexuality, disability status, and nationality. Blindspot is the authors’ metaphor for the portion of the mind that houses hidden biases.

From Dr. Jennifer Ashton comes a doctor’s guide to finding resilience in the time of COVID, while staying safe and sane in a rapidly changing world. The New Normal is a holistic road map through the ongoing struggles of the pandemic, providing the guidance you need to navigate this unsettling time and take charge of your future well-being.

In The Sober Truth, acclaimed addiction specialist Dr. Lance Dodes exposes the deeply flawed science that the 12-step industry has used to support its programs. Dr. Dodes analyzes dozens of studies to reveal a startling pattern of errors, misjudgments, and biases. He also pores over the research to highlight the best peer-reviewed studies available and discovers that they reach a grim consensus on the program's overall success.

Many scientific and philosophical ideas are so powerful that they can be applied to our lives at home, work, and school to help us think smarter and more effectively about our behavior and the world around us. Surprisingly, many of these ideas remain unknown to most of us. In Mindware, the world-renowned psychologist Richard Nisbett presents these ideas in clear and accessible detail, offering a tool kit for better thinking and wiser decisions.

Gender equality is a moral and a business imperative. But unconscious bias holds us back, and de-biasing people’s minds has proven to be difficult and expensive. Diversity training programs have had limited success, and individual effort alone often invites backlash. Behavioral design offers a new solution. By de-biasing organizations instead of individuals, we can make smart changes that have big impacts.