Twenty years ago if a British cyclist had won a bronze medal, it would have been a cause for celebration, gold medals were virtually unseen, and the idea of a Tour De France win beyond our wildest dreams. In those days it is said that manufacturers were reluctant to sell equipment to the British team to avoid negative associations, and yet today, the team consistently competes with the best in the world - and wins. The turning point is thought to be the embracing of by Perfor

What is it that brilliant influencers do to get people on their side? Try adopting techniques from the world of sales to read client personalities, influence decisions and get more – and better – briefs Thirty years ago Professor Robert Cialdini wrote the seminal work Influence: The Psychology of Persuasion that has become a text book for psychology undergraduates and a blueprint for much of the behavioural science research conducted today. Alongside reviewing research on wh