Today, it's great to chat with Dr. Robert Childini. Dr. Childini is the author of influence

and persuasion and has recognized the foundational expert in the science of influence. His principles

of persuasion have become a cornerstone for any organization serious about ethically

and effectively increasing their influence. Dr. Childini has earned a global reputation

for his ability to translate to scientific research into valuable and practical actions.

He's a New York Times Wall Street Journal in USA Today bestselling author with over 7 million

copies sold in 44 different languages. He's the president and CEO of influence at work.

As a popular keynote speaker, he also helps organizations in the US and abroad. Robert,

what an honor it is to chat with you today. Well, thank you. I'm looking forward to

our interactions, Scott. Well, as you know, you're a legend in this field. And this book

is such a seminal book. I remember reading it in grad school and savoring every single

word of it. Why do you decide to update it? Well, you know, there was a push and a pull

there to be honest. The previous version was still selling very well. And there's that

if it ain't fixed, don't break it idiom that I had to confront. But it's also the case

that the there was a quote that my grandfather used to favor when I was a kid. And it just

seemed to me that it had a lot of relevance for my situation. And he used to say, if you

want things to stay the same, things are going to have to change around here. And it just struck

me that that's exactly the situation I was in. Things were going well. But if I wanted them

to remain going well, I needed to align myself with the newest research in persuasion science

that I hadn't addressed in previous editions. And I even had a new universal principle of influence,

I thought that had occurred to me in the interim that I needed to talk about. And besides that,

there were a lot of readers who had written back to me about the content of the book influence,

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