If you have read my book Mastering Technology Commercialization, you know that in it I repeatedly pound home the message that sales and marketing are involved in every aspect of what you must achieve. Well, in turn, the hard-science of persuasion (it’s not a fine art) is the crux of sales and marketing.
Now tell me: Would you attempt to develop a new technology if you did not understand the science behind that technology? Of course you wouldn’t… not if you are like nearly every inventor I have ever worked with.
But would you attempt sales and marketing if you did not understand the science behind persuasion? Of course you would… if you are like nearly every inventor I have ever worked with!
Take this as fair but friendly warning: You must understand and apply the science of persuasion if you are to succeed in commercializing your new technology.
Fortunately for you, there is an absolute “beast” of a book that clearly and concisely crams into your cranium the key concepts you desperately want to know.
The book is: “Yes! 50 Scientifically Proven Ways to Be Persuasive.” It’s less than $12 from Amazon. There… you’ve been warned; so if you die a failure with an extra $12 in your pocket, don’t come cryin’ to me!