Pre-Suasion

Cialdini's follow-up to Influence introduces something genuinely new: the idea that what you do before delivering a message shapes whether it lands, sometimes more than the message itself. The research is real, the writing is accessible, and the ethics section shows intellectual honesty most persuasion books skip entirely. Slightly looser in structure than its predecessor, but that's a high bar — this still belongs in any serious reader's business psychology collection.