Conville & Walsh

‘What if I were to tell you that a psychopathic arsonist might be the person most likely to save you from a burning building?’

In Kevin Dutton’s brilliant new book, FLIPNOSIS, he reveals the science behind the art of persuasion. Whether it’s a confidence trickster gaining someone’s trust, or Winston Churchill stopping a thief, Dr Dutton argues that there are common elements to all persuasion - and some of them take just a split-second to work.

Presenting yesterday’s BBC Discovery programme, Dr Dutton interviews everyone from professors of psychology to Andy McNab to get to the very heart of persuasion. If you missed it, you can listen again on iPlayer.

Fascinating, provocative, and ultimately inspiring, FLIPNOSIS reveals, for the first time, the psychological DNA of instant influence – and how each of us can learn to be that little bit more persuasive.

Dr Kevin Dutton teaches social psychology at the University of Cambridge, where he is Research Fellow at the Faraday Institute of Science and Religion at St Edmund’s College. He regularly publishes in leading international scientific journals and speaks at conferences around the world. Flipnosis is his first book.