The Rules of Influence: Winning When You’re in the Minority

(St. Martin’s Press) This book looks at how the “weak influence the strong [and] how the minority changes the majority.” Crano provides guidance for persuading other people of your opinion when you don’t have the power in a relationship and outlines “rules of influence,” including the need to be persistent, consistent, unanimous, and flexible. Crano is a psychology professor at Claremont Graduate University and an expert in the field of social influence.