WBW - What is the most important idea in the influence literature?

The better you understand the 'why' of communication and influence the better you are able to do the 'how' of communicating and influencing. 

This week's WBW goes into probably the most important idea from the influence literature - The Hierarchy of Influence. It's the idea that certain types of communication are WAY more likely to change people's beliefs and therefore their behaviour.


Cheers
Martin