Written by Kerry Patterson - Joseph Grenny - David Maxfield - Ron McMillan - Al Switzler
The authors investigated a number of campaigns, which turned out extremely successful, e.g.
- Thailand’s anti Aids campaign
- Eradication of the Guinea worm disease
- Delancey prisoner rehabilitation program
Why were these campaigns so successful? The authors found an underlying pattern on how to influence people. Understanding this pattern is extremely useful if you are in a position where you need to influence people or initiate change.
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