'What if I were to tell you that a psychopathic arsonist might also be the person most likely to save you from a burning building?' *This book is about a special kind of persuasion- 'flipnosis'. It has an incubation period of just seconds, and can instantly disarm even the most discerning mind. Flipnosis is black-belt mind control. It doesn't just turn the tables, it kicks them over. *From the malign but fascinating powers of psychopaths, serial killers and con men to the political genius of Winston Churchill - via the grandmasters of martial arts, Buddhist monks, magicians, advertisers, salesmen, CEOs and frogs that mug each other - Kevin Dutton's brilliantly original and revelatory book explores what cutting-edge science can teach us about the techniques of persuasion.