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Book

The 7 Triggers to Yes

The New Science Behind
Influencing People’s Decisions

Success is achieved by getting agreement and  cooperation from others.

A single blockbuster discovery will help you easily get the decisions and actions you seek from others. This exciting scientific insight, distilled from cutting-edge research in live brain imaging, is both surprising and unequivocal. The documented summary from the new research is fascinating:

“We are not thinking machines, we are feeling machines that think.”

We can effectively influence others’ decisions only when we understand how the human brain actually makes decisions. Today, for the first time, we know.


The brain has an internal self-guidance system triggered primarily by feelings and emotions, not by facts, data and logic. By activating others’ internal triggers, you persuade the decisions and actions you want others to make.


The 7 Triggers to Yes not only explores and explains the seven key motivators we universally employ to make decisions, it provides a real-world, applicable process for activating each trigger. If you lead, sell, manage or interact with other people, this system you will help you quickly, easily activate “Yes!” decisions. The 7 Triggers to Yes will turn your own goals and dreams into tangible reality.

Critical acclaim for The 7 Triggers to Yes

“A fascinating window into how we really influence other’s decisions and behaviors. Armed with this new scientific knowledge anyone can become a more effective leader and manager by efficiently producing results through others.”

Donald F. Donahue
President, National Securities Clearing Corporation
President, The Depository Trust Corporation

“By applying the principles and system Granger provides, businesses and organizations can run more effectively and more efficiently. With willing compliance, the seven triggers will help people get things done more quickly, more easily and with better results.”

Michael J. Iandolo
President and General Manager
Lucent Technologies Mobility Solutions

“As one of many professionals whose work depends on the basic psychological principles outlined by Freud, I see daily proof that personal reactions, decisions, and perceptions are driven by emotions, which become rationalized after the fact. Brain imaging now offers concrete evidence. Using the latest technological data, Granger gives the complex art of persuasion the ease of paint-by-numbers clarity and a process for success.”

Leslie Schweitzer Miller, M.D.
New York University School of Medicine
New York University Psychoanalytic Institute

“Recent advances in brain imaging research provide a much clearer picture of what actually motivates an individual’s actions. Granger has transformed this research into a readily understandable and workable program that enables the reader to apply that information to his or her chosen career and produce desired results when interacting with others. Regardless of your organizational role or position, when you need to persuade, The 7 Triggers to YES shows you how in a new and highly effective way.”

Robert H. Miller
Former President and CEO
Charles of the Ritz Group, Ltd.

“The lessons learned here should be a great help to any budding diplomat or politician.”

Nicholas Rey
United States Ambassador to Poland, 1993–1997

“Bravo! I couldn’t put it down. As a technically trained MBA, I made business presentations for years using logic, reason and a wealth of data. I now see there is a more effective and much more efficient way to persuade and influence others. I’m giving a copy to my architect son, who like all of us, needs to persuade successfully.”

Josiah Stevenson
Former Director of Development
Dartmouth College