"Professionals" for the purposes of this book, are people who, as well as fulfilling their professional duties, also need to engage with and influence others - and the more charming, believable and trustworthy they are, the more successful they will be. It is an easy read and practical - showing WHAT TO DO to open others' minds and modify their opinions. The opening chapter, "the Reflective Professional", uses "Experiential Profiling" for readers to identify their own "Bright and Dark sides" - what THEY have to do. And then they can dip into chapters on self-control, presenting, negotiating, motivating and pitching as they wish, while continuously being asked to reflect on what THEY as individuals in THEIR roles need to do.