by Tony Vidler 
One of the most important pieces of work for professional advisers in the last 3 decades would have to be Robert Cialdini’s Principles Of Influence.
Essentially he has distilled the lessons of human behaviour into a relatively small group of principles which most humans are influenced by. There are exceptions of course, but generally they apply regardless of ethnicity, religion, nationality or anything else.
They are fundamental to human behaviour.
Understanding them helps professionals to influence their clients, and influencing clients to act, or not act, is what professional advice is all about.
If you are unfamiliar with these principles of influence, then
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