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1. To influence ethically and effectively
   Learning persuasion helps you guide others to take actions that are in their own best interest. This is especially important if you have responsibility for others—as a parent, teacher, manager, leader, doctor, nurse, accountant, lawyer, and so on.

2. To protect yourself and others from manipulation
   Manipulation is a common form of unethical persuasion. Skilled manipulators often succeed because their targets don’t realize what’s happening. When you understand how persuasion works, you can spot manipulation and respond in the best ways.