Influence: The Psychology of Persuasion by Robert Cialdini

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This book is marketed as a business book, but it should be required reading for everyone, whether you want to persuade others or you want to avoid being persuaded. It's fascinating and fun and sometimes mind-blowing. Seriously, I'll be having our kids read this as they get older, and maybe I'll reread it every five years or so. Highly recommended.

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