To Sell Is Human

Pink argues that we all spend much of our day in non-sales selling: persuading, convincing, and moving others. Drawing on social science, he replaces the old ABCs of selling with attunement, buoyancy, and clarity. He offers practical tools for pitching, problem-finding, and serving rather than coercing.

Founders sell constantly: to investors, hires, partners, and early users. Pink reframes selling as a fundamental skill and gives concrete, research-backed techniques to move people without being pushy.