Charming your way to the top Hollywood's premier P.R. executive shows you how to get ahead

Summary: Learn how to succeed by turning on the charm. Charm is good business. It can increase your income, boost your status, and establish and maintain your reputation. It can mean the difference, in many cases, between success and bankruptcy. Most businesspeople don't fully understand the concept of charm. It ought to be a reflex, a conditioned response, to "turn on the charm" when dealing with customers, clients, associates, and employees--but it isn't. Yet, research has proven the value of charm, and it's been made clear through opinion polls, scientific studies, and just plain old real life. It's true in politics. It's rare to hear Bill Clinton mentioned, for instance, without a comment following on his charm. And it's certainly true in entertainment, a whole industry based on the moneymaking potential of charm.