“In this brilliantly written book on Persuasion, Yakov combines his knowledge of physics with his personal experiences in sales. Starting with Aristotle’s quote, “The fool tells me his reasons, and the wise man persuades me with my own,” he takes you on a journey illustrating how persuasion is really the basis of a successful sale; one where a buyer is in charge and feels good about buying. Once revealed, Yakov’s process is so natural and makes sense at all levels.”