I’m often wary of reading business books, especially books relating to branding and marketing. Most are shallow and repetitive, squeezing 200 pages out of a concept that was better told on the back cover. 

So I picked up the unfortunately-titled “Yes!” with a great deal of apprehension. But I was wrong to judge this book by its cover. Though it may look like a self-help book or a new audio CD from Tony Robbins, “Yes!” is a well researched and succinctly written exploration of the art of persuasion. The authors, Noah J. Goldstein, Steve J. Martin and Robert B. Cialindi, explore a wide range of methods for influencing audiences. 

If you’re in the business of encouraging people to do things, as all marketers are, you will find this book to be very useful. Buy it at