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[Page 3] 3/505 [Page 4] RIVERHEAD BOOKS Published by the Penguin Group Penguin Group (USA) Inc., 375 Hudson Street, New York, New York 10014, USA • Penguin Group (Canada), 90 Eglinton Avenue East, Suite 700, Toronto, Ontario M4P 2Y3, Canada (a division of Pearson Penguin Canada Inc.) • Penguin Books Ltd, 80 Strand, London WC2R 0RL, England • Penguin Ireland, 25 St Steph- en’s Green, Dublin 2, Ireland (a division of Penguin Books Ltd) • Penguin Group (Australia), 707 Collins Street, Melbourne, Victoria 3008, Australia (a division of Pearson Australia Group Pty Ltd) • Penguin Books India Pvt Ltd, 11 Community Centre, Panchsheel Park, New Delhi–110 017, India • Penguin Group (NZ), 67 Apollo Drive, Rosedale, Auckland 0632, New Zealand (a division of Pearson New Zealand Ltd) • Penguin Books (South Africa), Rosebank Office Park, 181 Jan Smuts Avenue, Parktown North 2193, South Africa • Penguin China, B7 Jiaming Center, 27 East Third Ring Road North, Chaoyang District, Beijing 100020, China Penguin Books Ltd, Registered Offices: 80 Strand, London WC2R 0RL, England Copyright © 2012 by Daniel H. Pink All rights reserved. No part of this book may be reproduced, scanned, or distributed in any printed or elec- tronic form without permission. Please do not participate in or encourage piracy of copyrighted materials in violation of the author’s rights. Purchase only authorized editions. Published simultaneously in Canada A portion of Chapter 5 appeared in somewhat different form in The Sunday Telegraph . A portion of Chapter 9 appeared in somewhat different form in the Harvard Business Review . [Page 5] Photographs here and here by Jessica Lerner Illustrations here, here, here and here by Rob Ten Pas Library of Congress Cataloging-in-Publication Data Pink, Daniel H. To sell is human : the surprising truth about moving others / Daniel H. Pink. p. cm. Includes bibliographical references and index. ISBN 978-1-101-59707-1 1. Influence (Psychology) 2. Persuasion (Psychology) 3. Selling—Psychological aspects. I. Title. BF774.P56 2012 2012039889 158.2—dc23 While the author has made every effort to provide accurate telephone numbers, Internet addresses, and oth- er contact information at the time of publication, neither the publisher nor the author assumes any respons- ibility for errors, or for changes that occur after publication. Further, the publisher does not have any control over and does not assume any responsibility for author or third-party websites or their content. 5/505 [Page 6] To booksellers, with gratitude [Page 7] CONTENTS Title Page Copyright Dedication Epigraph Introduction Part One Rebirth of a Salesman 1. We’re All in Sales Now 2. Entrepreneurship, Elasticity, and Ed-Med 3. From Caveat Emptor to Caveat Venditor Part Two [Page 8] How to Be 4. Attunement 5. Buoyancy 6. Clarity Part Three What to Do 7. Pitch 8. Improvise 9. Serve Acknowledgments Notes Index 8/505