Ideas don’t sell themselves. As the forces of globalisation, automation, and artificial intelligence combine to disrupt every field, having a good idea isn’t good enough. Mastering the ancient art of persuasion is the key to standing out, getting ahead, and achieving greatness in the modern world. Communication is no longer a ‘soft’ skill―it is the human edge that will make you unstoppable, irresistible, and irreplaceable―earning you that perfect rating, that fifth star.” Why you should read it: Carmine Gallo, the author of Talk Like TED (another great communication read), turns to Aristotle’s three-part formula for persuasion, to which he says all great communicators from the founding fathers to today’s most successful business leaders adhere: ethos (credibility), logos (logic), and pathos (emotion). He also brings in neuroscientists, economists, historians, billionaires, and business leaders of companies like Google, Nike, and Airbnb to show illustrate just how it works.