At some point today you’ll probably need to persuade someone—your boss, a co-worker, a customer, your spouse, or even your kids. In our time-challenged modern world a crucial question emerges that this book helps you answer: What’s the smallest change you could make to your approach that will best increase your chances of success?

In THE SMALL BIG, three heavyweights from the world of persuasion science and practice - Steve Martin, Noah Goldstein and Robert Cialdini - describe how, in today's information-overloaded world, often it’s not the strength of your argument or how much information you provide that will carry sway. More and more it is small changes to the way you present your proposal or argument that can make the biggest difference to your results.

Offering surprisingly simple suggestions and explaining the extensive scientific research behind them, THE SMALL BIG presents more than fifty powerful, and above all, small changes that you can immediately put into practice. THE SMALL BIG is an indispensable guide for anyone who wishes to change the behavior of others effectively, efficiently, and ethically.

Because when it comes to influencing and persuading others…small is very much the new BIG!