In this episode we speak with Philip Hesketh who is the author of two Amazon Number One best-sellers, and an internationally-renowned thought-leader in the psychology of influence and persuasion. Philip helps his client companies (and these include the likes of Nike, Microsoft and Bank of America) to successfully establish value, to hold a higher price, and to strengthen and deepen customer and personal relationships. Philip gets it because he has lived it, having grown his advertising agency from a standing start to one with billings of £48million, a team of 150 and a client list that included BBC, Nestle and Walt Disney. Within this conversation we discuss the 7 psychological drivers, the 5 keys to persuasion and the 3 parts to every conversation.