The Psychology of Yes

This book focuses specifically on what makes people say yes — the triggers, conditions, and psychological states that precede commitment. Each chapter examines a different facet of agreement: trust, alignment, timing, social proof, authority, and the architecture of the ask itself.

Getting to yes is the goal of almost every business interaction. The Psychology of Yes breaks down the moment of agreement into its component parts, giving you a precise understanding of what needs to be in place before someone will give you their consent, their money, or their commitment.

Written for marketers, sales professionals, entrepreneurs, and anyone who communicates for a living and wants to understand the deeper mechanics of how people are moved to action.