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If an organisation or individual is to succeed, they must be persuasive. Your CV, interviews, meetings, papers, presentations, reports and negotiations all hinge on your power to persuade. 

Despite this, most of us are never taught persuasion skills. Understanding Minds was set up to change this. We exist to help organisations and individuals develop persuasion skills, be it through writing or in person.

Our approach is to focus on the science of persuasion and decision making, rather than providing rigid processes or traditional sales approaches. As such, our books and courses are applicable to all, not just to sellers and leaders.

Currently, we provide training to businesses and can offer employability courses to universities to increase the chances of success for their graduates. In the future, we hope to offer public courses in the UK and beyond.

Discover how we can help you develop your persuasion skills.


The Power to




Better Business Writing

“The three-day persuasive business writing program was an excellent opportunity to gain a deeper understanding of materials required to communicate effectively in a concise manner”

Koshy Benjamin, Oman Oil Company


Persuasive Writing (Course)

“He  [Peter Frederick] is clear, concise and systematic about the art of successful writing . He has persuaded me!” 

Professor Ali Mousavi, Brunel University


Persuasive Writing (Book)

“A highly recommended practical guide to successful writing” 

Clementina Cocuzza, University of Milano-Bicocca

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