‘Is there, concealed within the melody of mind, a golden chord of influence that ALL of us can play? Not just the persuasion virtuosi, but the street performers, too?’

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.

“So mind-alteringly brilliant that I’m amazed it hasn’t been made illegal”

Howard Marks

“Brilliant... Kevin Dutton is simply a genius. I now tell his stories as if they were my own”

Andy McNab

“[A] wide-ranging and entertaining tour of the science of persuasion and influence... exposing, along with many other wonders, just how many scientists are currently at work in the shadowy territories of human personality, psychological improvement and, essentially, mind control.”

The Sunday Times

“Kevin Dutton is not the Messiah. But he’s got a whole bunch of stories and parables that shed new light on how we are persuaded.”

Terry Jones and Michael Palin