NOVEDADES

¿Cómo puedes conseguir que las personas elijan lo que ofreces? Deja de intentar persuadirlas y conecta con la mente intuitiva. Los seres humanos no tomamos decisiones con la mente consciente, sino por instinto. Las tácticas de persuasión tradicionales han demostrado ser insuficientes para convencer a los consumidores de hoy en día. En cambio, es preciso conectar con la mente instintiva. Leslie Zane, consultora de marketing y experta en ciencias del comportamiento, revela la red de conexiones que activa las decisiones que tomamos y descifra su código para influir sobre ellas. Con la ciencia como guía, y con historias de algunas de las marcas más exitosas del mundo, en este libro aprenderás: * Qué tipo de mensajes generan la mayor cantidad de asociaciones positivas. * Por qué encontrar nuevos clientes acelera el crecimiento y por qué depender de los que ya tienes es una trampa. * Por qué las historias que apelan a las emociones no bastan para impulsar la prueba y la lealtad a largo plazo. Ya seas emprendedor, ejecutivo, profesional del marketing o estés en plena búsqueda de empleo, dominar el poder del instinto te ayudará a impulsar tu crecimiento y que lo que ofrezcas sea la elección instintiva de cualquier audiencia.

ALICE SCOTT is an eternal optimist still dreaming of her big writing break. Hayden Anderson is a Pulitzer Prize-winning human thundercloud. And they're both on balmy Little Crescent Island for the same reason: to write the biography of a woman no one has seen in years or at least to meet with the octogenarian who claims to be the Margaret Ives. Tragic heiress, former tabloid princess, and daughter of one of the most storied (and scandalous) families of the twentieth century. When Margaret invites them both for a one-month trial period, after which she'll choose the person.who'll tell her story, there are three things keeping Alice's head in the game. One: Alice genuinely likes people, which means people usually like Alice—and she has a whole month to win the legendary woman over. Two: she's ready for this job and the chance to impress her perennially unimpressed family with a Serious Publication. | Three: Hayden Anderson, who should have no reason to be concerned about losing this book, is glowering at her in a shaken-to-the core way that suggests he sees her as competition.

Before Arin, Genevieve Yang was an only child. Living with her parents and grandmother in a single-room flat in working-class Bedok, Genevieve is saddled with an unexpected sibling when Arin appears, the shameful legacy of a grandfather long believed to be dead. As the two girls grow closer, they must navigate the intensity of life in a place where the urgent insistence on achievement demands constant sacrifice. Knowing that failure is not an option, the sisters learn to depend entirely on one another as they spurn outside friendships, leisure, and any semblance of a social life in pursuit of academic perfection and passage to a better future. When a stinging betrayal violently estranges Genevieve and Arin, Genevieve must weigh the value of ambition versus familial love, home versus the outside world, and allegiance to herself versus allegiance to the people who made her who she is.