The art of negotiation is one of the oldest. Since the beginning of time, men have used different means of persuasion and manipulation. Nevertheless, thousands of years had to go by before we could have a vast study and knowledge on persuasion. Which was achieved by the studies of John Bateson, John Grinder and Richard Bandler, and Noam Chomsky, among others. Effective communication is becoming gradually more and more essential in every aspect of life. It is a fundamental piece in business. The author that has dedicated a big part of his life to the study of Social Psychology and particularly to the study of behavior, presents in this book interesting experiences and the most effective techniques and rules of persuasion.