Dan requires every person joining his company to be familiar with Cialdini's principles.

I, I literally make everybody who on boards in the company, uh, watch this 19-minute video of Dr. Cialdini's, uh, persua- you know, uh, summary of...

They have an animated persuasion video that I make everybody watch as, like, part of if you're gonna join Big Green Egg now and the, the company that I run.

So it's still very, uh, essential.

Um, I won't hire a product person unless they really understand the essence not only of, you know, the, the ethical rules of, of, um, of persuasion science.

And I make people put this up in their cubicle.

The, uh, what is it is that, that it, it is, um...

Bob explained the underpinnings of Pre-Suasion here.