Content area
Full Text
Maximum Influence: The 12 Universal Laws of Power Persuasion: Get What You Want When You Want and Win Friends for Life Kurt W. Mortensen American Management Association New York, NY 2004 256 pp.$17.95 (paperback)
Keywords Selling, Rhetoric, Self development
Review DOI:
I was most anxious to study this book after reading its title and subtitle. If Kurt Mortensen had truly found the 12 universal laws regarding power persuasion, then it would only be a matter of time before I obtained a promotion as well as a date with the beautiful blonde at work who hitherto did not even know I existed. My hopes rose even further after reading the foreword by the "influential investment advisor" and coauthor of One-Minute Millionaire, Robert G Allen, who claims he made millions by applying these very same laws. It would only be a matter of time before I would be driving a Mercedes and flying first class! Perhaps, I would run for a seat in the state assembly. I was even more impressed after reading the introduction, in which Mortensen (p. 1) states that the book contains "thousands of hours worth of academic and scientific research with hands-on models and examples". However, what sealed the deal for me was the author's remark that the principles and laws described in his book are founded on the principles presented by no less a figure than Aristotle himself!
Sarcasm aside, the 12 "laws" are at best 12 rules of thumb accompanied by references to a smorgasbord of articles in the business and...