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Kevin Dutton's Flipnosis

5th July 2012

Keynote speaker Kevin Dutton tells the Mail Online about his book – telling you things you didn't know you knew, and other things you didn't know you wanted to know.

Kevin is a Cambridge academic, and an expert in the art of persuasion.

How can we be persuaded to do things we don't want to do?

Kevin believes that this question underpins modern society, and is at the heart of politics, business and advertising. He starts by asking whether he can persuade anyone to read this book?

His big idea – flipnosis - is the notion that we can persuade others with a single brilliant, pertinent phrase, the handful of words that cut to the heart of the issue and render all rational debate, or irrational argument, completely irrelevant.

He claims it’s everywhere, “in the precisely modulated purr of a cat that wants feeding (you would expect it to miaow, but the purr works every time), in the cry of a newborn baby ('the most profound and powerful force in nature').”

Kevin demonstrates countless ways in which people can be influenced.

“Before the 2006 football World Cup Finals, the German police said the English fans were 'the best fans in the world'. An obvious lie, but it worked: the tournament passed off without incident.”

“Change people's perception of themselves and they become the people they believe themselves to be. Or in other words, flattery gets you everywhere.”

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