So instead of asking, what do you think about this product?

What do you think about giving me a promotion, whatever it is?

Ask somebody how they feel about something.

And this generates a radically different answer.

Because when you say, think, okay, if the pause, bring, do this thing, feeling it just comes out.

That's Joshua Bandock.

He spent over a decade researching the secrets of persuasion, which he's used to craft and communicate

policies on issues such as poverty and social mobility to politically diverse audiences.

He's also distilled his research and findings into his newest book, How to Get What You Want,

mastering the art and science of persuasion.

So you'll learn one, the major misconceptions hurting your persuasiveness. Two, the six moral tastes to appeal to for more persuasiveness. And three, how to get your stories to really resonate with people. And if you want a quick summary write-up of the actionable wisdom that Joshua shares, I recommend you to sign up for the free gold nugget email newsletter, found it awesome at your job.com.

I'm Pete McItis.

This is How to Be Awesome at Your Job.

And now, here's Josh.

Josh, welcome.

It's a pleasure to be here.

Thank you so much.

Oh, thank you.

I'm excited to talk persuasion.

And can you tell us what's perhaps the most surprising and fascinating thing you've

discovered about persuasion from all your years of studying it? Maybe we'll start with this one,

which is that people think persuasion is about getting somebody to do something. And it's actually

...