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What Is Influence?. 1 Influence in a Changing World 8 Setting Objectives for Influence 14 The Principles of Influence 17 2. P Is for People Who do you know and, more importantly, who knows you?. I Is for Image 57 Dress to Impress 59 Colours That Influence 65 Reputation Matters 70 Your Image Online 75 The Importance of Social Proof 83 4.