The aim of this book is to make available the current knowledge about how to achieve social change - why people adopt change, how they are best addressed, where (on whom) to focus the effort. Though some chapters offer approaches that sound very manipulative, the author maintains in his closing chapter that these techniques are extensively used in marketing goods to the public and as social activism aims at reducing suffering or even death any activist should focus his effort where he can achieve most good.
Though not an activist myself, this was a very interesting read. I would have given it 5 stars but for the fact that the reading can be quite tough as the presentation of facts is quite dry and riddled with references to source data. However as a working resource it would be very valuable. ( )

This book was factual and well-written, just not terribly interesting to me. I would highly recommend it to people who work for non-profits, however. ( )