Whether you want your customers to buy from you, or vendors to give you a good deal, your boss to give you a raise, or your employees to take initiative, most of your work life and even your personal life involves trying to get people to do stuff. Instead of using your usual tactics that sometimes work and sometimes don't, you can learn how to use insights from recent research in psychology and brain science to be more effective in motivating people and in getting people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do.