The Art Of Influencing

Want to change others’ behaviours? Alix O’Neill talks to the authors of two books that unveil the science behind persuasion

- Rosie Benson

The word ‘influencer’ has become a firm fixture in our daily lexicon. But you don’t need a ton of social-media followers like Gigi Hadid to effect change, says Tali Sharot, neuroscientist and author of The Influential Mind, one of two new books on the psychology of persuasion. ‘You may not regularly address millions, but you address people every day – at home, work, online,’ she says. ‘Bringing them around to your way of thinking is your key to success.’