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I'm Guy Kawasaki and this is Remarkable People. You are listening to a special episode that involves not one, but nine remarkable people.

They are experts in fields such as psychology, history, decision sciences, and human behavior.

They agreed to participate in this special project in order to help combat the coronavirus.

I asked them to assume that we figured out the development,

manufacturing, and logistics of vaccination. Then I posed one question, how do we ensure as many

people as possible get vaccinated? Now in the off chance that vaccination isn't going to affect

you at all, which can't be true, but let's just

say that's true. Then you can approach these interviews as very good advice about how to influence

and persuade and change people's minds about anything. Let's begin. First up is Bob Cheldini,

also known as the godfather of influence. He is the

regent's professor emeritus of psychology and marketing at Arizona State University. Bob received

his Ph.D. from the University of North Carolina in postdoctoral training from Columbia

University. He has held visiting scholar appointments at Ohio State

University, the University of California, the Annenberg School of Communications, and the Graduate

School of Business of Stanford University. He has four books to his name, Influence, the Psychology

of Persuasion. This is a book that changed my life. Presuasion, a revolutionary way to

influence and persuade. Yes, 50 scientifically proven ways to be persuasive and small, big,

...