Apr 21, 2008 – Mortensen (Maximum Influence) draws on Howard Gardner s research on multiple forms of intelligence and Daniel Goleman s Emotional Intelligence to introduce his concept of PQ the specialized intelligence required for the art of persuasion. While the book is primarily geared toward marketing and sales professionals, the author argues that the inability to command influence is a universal personal and professional dilemma; he makes a compelling case that teachers, social workers, parents and spouses can benefit enormously from the respect power that accompanies finely tuned people skills. Mortensen invokes great communicators from Confucius and Thoreau to corporate CEOs to present PQ s key components ( the five C s of trust : character, competence, confidence, credibility and congruence) and rewards (more sales and fruitful negotiations, higher incomes, happier relationships). Sections on mirroring and other nonverbal persuasion techniques are especially fascinating, and the author s emphasis on developing self-knowledge as a crucial ingredient will inspire readers to determine their purpose and passion. Mortenson s insights are enriched by anecdotes, humorous illustrations, a persuasion IQ test and an accessible step-by-step structure. Simultaneously useful and entertaining, this book is a thought-provoking examination into developing a vital talent.

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