Influence – The Psychology of Persuasion (Collins Business Essentials) (Robert B. Cialdini)

So began Esther’s quest to open her baking business. She didn’t quit her job just yet but filed for a two-week vacation leave to start testing the waters. First, she thought, research. She figured that she needed to get this business thing all figured out in her head first, before she took any further step forward.


And exactly how were such fantasies supposed to be realized when she had to earn a living to make ends meet for her family? She had the answer: she figured she’d start her own baking business right at home. It was all just a fantasy, a thought she’d conjure to get her through difficult days at work. But one day, something felt different. For some reason, she finally decided—she’s going for it. After all, baking was her one true passion. For years, she’d been baking cakes and cookies for her friends, who all said she should think of turning it into a business, so maybe it wasn’t such a bad idea, right?


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