A cutting-edge, research-based inquiry into how we influence those around us, and how understanding the brain can help us change minds for the better. In The Influential Mind, neuroscientist Tali Sharot takes us on a thrilling exploration of the nature of influence. We all have a duty to affect others―from the classroom to the boardroom to social media. But how skilled are we at this role, and can we become better? It turns out that many of our instincts―from relying on facts and figures to shape opinions, to insisting others are wrong or attempting to exert control―are ineffective, because they are incompatible with how people’s minds operate. Sharot shows us how to avoid these pitfalls, and how an attempt to change beliefs and actions is successful when it is well-matched with the core elements that govern the human brain. Sharot reveals the critical role of emotion in influence, the weakness of data and the power of curiosity. Relying on the latest research in neuroscience, behavioral economics, and psychology, the book provides fascinating insight into the complex power of influence, good and bad. Winner of the 2018 British Psychological Society Book Award Selected as a Best Book of 2017 by Forbes , The Times (UK), The Huffington Post , Bloomberg , Greater Good Magazine, Inc., Stanford Business School , and more. “Sharot, a London neuroscientist, covers the topic more fully and more authoritatively in a book whose title gives appropriately equal billing to thought, behavior and neurons…Her book is a witty survey of techniques to influence and guide human behavior.” ― The New York Times Book Review “It not only demonstrates the failings of the human mind to learn from our mistakes – for instance, resorting to fear-mongering – but carries a practical series of lessons in overcoming those habits. And those habits, are everywhere we look…Beyond the tricks of mind influence, there is a great deal of promising news in the book about what we as humans value.” ―Wired UK “Lucid and engaging… Sharot’s treatment is particularly valuable for its balance between accessibility to the reader and solid grounding in scientific research. In today’s “post-truth” environment, her efforts to increase awareness of the pitfalls of human reasoning, and how to overcome them, are an indispensable contribution from the coalface of cognitive scientific research.” ―Science " The Influential Mind will make you gasp with surprise―and laugh with recognition. Many of our most cherished beliefs about how to influence others turn out to be wrong; Sharot sets them right. Packed with practical insights, this profound book will change your life. An instant classic." ― Cass R. Sunstein, Harvard University; former Administrator for the White House Office of Information and Regulatory Affairs and bestselling coauthor of Nudge "Take it from a leading neuroscientist: every day, we all miss opportunities to influence others. This timely, intriguing book explains why it's so difficult to shift the attitudes and actions of others―and what we can do about it." ― Adam Grant, New York Times bestselling author of Originals and Give and Take “In this perceptive study, cognitive neuroscientist Tali Sharot isolates seven factors central to influence. She shows how US President John F. Kennedy framed the space race emotionally as risk and opportunity, boosting neural synchronization and encouraging adherence to his view; and how “taming the amygdala” (the brain structure key to processing emotions) can reduce stress and susceptibility to fear-mongering.” ―Nature “Better facts tend to be counterproductive on hot-button issues like gun control. As Tali Sharot notes in her book The Influential Mind …The smarter a person is, the greater his or her ability to rationalize and reinterpret discordant information, and the greater the polarizing boomerang effect is likely to be.” ― David Brooks, The New York Times “In the age of big data, it’s easy to assume that cold, hard facts can drive change. Not so fast, argues cognitive scientist Tali Sharot, whose new book, The Influential Min d, explores how emotion tends to overpower reason when it comes to human decision-making.” ― TIME.com “In the arena of behavioral science, little has held more potential than the striking advances in behavioral neuroscience and little has stood to gain as much from those advances as the study of social influence. With The Influential Mind , Tali Sharot has offered an account that makes the connection in a way that is both instructive and engaging." ―Robert B. Cialdini, author of Influence and Pre-Suasion “[A] fascinating, accessible primer on what current research teaches us about the art of persuasion. Her book strives to 'reveal the systematic mistakes we make when we attempt to change minds,’ a topic that resonates in today’s divisive political climate… She has a gift for providing engaging vignettes that are apt and illustrati