Professor Tom Lambert is an expert in 'influence psychology'. His aim is to show us how we can use effective techniques of persuasion in our working, social and domestic lives. THE POWER OF INFLUENCE shows the reader how to deploy arguments in ways that sensitively reflect the attitudes of the audience, but not to achieve success at any price. Lambert distinguishes sharply between exercising influence responsibly, and simply duping people. This is a highly powerful, yet totally moral, book.