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Why do some messages change minds, while your perfectly logical arguments are ignored? And why are we persuaded by some people before they have even made their case? In Persuasion in Practice, Gavin Hasselbaink combines theory from Communication Science with lessons from building and representing DeltaPrime. There he was responsible for all things persuasion, including negotiating the multi-million-dollar deals that led to $75.000.000 in user investments at its peak. The truth is that persuasion goes further than business. It is in the words we say to the ones we love and in the messages we write to those we depend on. When we apply for a job, discuss where to spend Christmas or talk to our kids about safe sex. During these interactions the persuasion that is all around us becomes especially visible. Those of us who understand persuasion's inner workings will at best be able to move others to take action, and at worst have a better understanding of their own decision-making. Both skills: Invaluable.