Art of Persuasion

How did European rock star and liberal activist Bono persuade conservative North Carolina Senator Jesse Helms to withdraw his opposition to an AIDS Relief Bill when the two met face-to-face in September 2000? Bono achieved this unexpected result – that likely saved millions of lives around the world – through his mastery of the two cardinal principles of persuasion: storytelling and credibility. Drawing upon the timeless insights of Aristotle, Cicero and modern practitioners like Bono, Peter Afrasiabi reveals the secrets of persuasion that you can start using today in your practice (and your life) to make you a compelling advocate for the people and the causes you champion.