Gone are the command-and-control days of executives managing by decree. Today’s businesses are run largely by cross-functional teams of peers that show little tolerance for unquestioned authority. Many business people misunderstand persuasion and underutilise it. Used constructively, and to its full potential, persuasion supersedes sales and is quite the opposite of deception. Effective persuasion becomes a negotiating and learning process through which a persuader leads colleagues to a problem’s shared solution.