'Elements of Persuasion' Boasts Time-Honored Elements for Success

When in doubt, nothing wins people over like a good story. Playing the bard is a standby for good CEOs and, we think, great marketers.

That's one reason why we found Richard Maxwell and Robert Dickman's The Elements of Persuasion so interesting. It doesn't just emphasize the importance of telling tales to persuade; it does so from a branding and sales perspective, without neglecting the importance of listening, and sharing plenty of relevant stories along the way.

It's also compact, easy to read, and orange. How do you beat orange?!