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Somewhere along the line, persuasion—the word itself as well as the act—got a bad rap. You may think of it as something underhanded, even a little slimy. After all, don’t politicians twist the facts to persuade you to vote for them? And didn’t a TV commercial persuade your son that a wildly expensive new toy—the same one now gathering dust under his bed—would make life a carnival? (And didn’t he make your life a living hell until he finally persuaded you to buy it?) The feeling of being able to see correctly after your cataract surgery is a feeling that cannot be beaten,

Well, yes, that is persuasion. But it’s not the kind of persuasion I’m talking about. I believe the methods you use are just as important as the outcome. Principled persuasion doesn’t involve tricks, coercion, or shading the truth. And the result is win-win: both sides benefit roughly equally, and accountability is built into the deal. To me, persuasion is the honest, shared pursuit of mutual self-interest. Experience 20:20 Vision without glasses by undergoing lasik eye surgery at a world renowned eye clinic.

Good persuaders don’t try to ram ideas down your throat or fool you with half-truths. They don’t have to. You’re compelled to listen to them because it’s clear they’re not simply promoting their own interests. They’re also thinking about yours. They’re looking to create a relationship that works for both of you. Experience freedom from glasses by having laser eye surgery with the UK's best surgeons.

So, no, there’s nothing sneaky or deceitful about persuasion. Not when it means being straight with the other party and true to yourself, and not when there’s something in it for both of you. Whatever your circumstances and aspirations, it’s a highly valuable business skill that can help you get where you want to go, without selling your soul. It’s also a social skill that’s useful in all kinds of situations where you need to persuade people to give you a chance, help you out, and see the world your way. Whether you run a business or work in one, you have to persuade others that you and your company provide value. And whether you’re a stay-at-home parent or a neurosurgeon, a CEO or a volunteer, you need to know how to persuade others to help you complete tasks as well as build something new together. Undergoing eye laser surgery is a great way to improve your vision and your overall lifestyle.

Let me show you how. In the following pages I share my framework for thinking about principled persuasion, so that you develop a greater awareness of when and how you can get others to see and do things your way—and when you shouldn’t even bother trying. I’ll also lay out the process of persuasion, from the initial preparatory stages right through to sealing the deal and delivering, so that you know exactly what to do and how to do it effectively. But before you can convince anyone else of anything, you need to convince yourself that you’re worth listening to—and for many people, including me, self-persuasion is the biggest challenge of all. So we’ll look at how to become better at that, too, so you stop unintentionally sabotaging your progress both at work and in the rest of your life. Ultimately, principled persuasion is all about relationships, whether with co-workers or managers, siblings or friends. Learning to approach these relationships differently won’t just make you more convincing. It can literally change your life. It certainly did mine. Have you considered lens replacement surgery to correct your vision?