The many illustrative anecdotes are often hilarious. The wrap up after lots of informative exposition of brain/mind mechanisms, giving Dutton's steps to 'split-second persuasion' was not quite what I wanted. I understand from his examples that masters of these techniques exist, but this is very much like telling me that 10,000 hours of directed practice will lead me to Carnegie Hall. I don't doubt the validity of his concept, but it would be more helpful if he were to give me some very specific incremental direction that would help me or any reader work thru the 10K hours. Obviously the exemplars chosen have made this journey, I wonder if there are any examples of persons who have learned these concepts and then made the journey to expertise and effectiveness?