This video is mostly narrated by Dr. Robert Cialdini, who’s most famous for his book Influence: The Psychology of Persuasion (where he first presented most of the ideas seen here). This is a text book—if not the Bible—on how to talk to people about things that you really care about, and get them to see your perspective.
Cialdini started out as a research psychologist, and my understanding (which fits the tone of the book) is that he began working on the book—which catalogues and examines several categories of sales/influence tricks and techniques—as a sort of warning to lay folks. After its first publication, it became enormously influential among marketers, copywriters, businessfolk, and all manner of modern propogandists. If you write for any purpose (e.g., speechs, op-ed, news, fiction, non-fiction, persuading folks on the fence to vote for this or that) or run any sort of business, you need to read this book. For that matter, even if you don’t seek to persuade anyone of anything, I still strongly recommend every adult in America read this book, in order to better understand how it is you’ve come to believe what you believe, embrace what you embrace, and reject what “just isn’t your thing.”
(While we’re on the topic, you really should also read Darrell Huff’s HOW TO LIE WITH STATISTICS; the black arts outlined in these two books cover the two major toolsets that the politically and economically motivated are using to manipulate you and your loved ones every single day. Get your hands on Master’s tools; consider their possible applications in tearing down Master’s house*.)
Caveat: Yes, some of the hard data and studies in the original Influence haven’t aged well, but the bold strokes—about how people behave and how our minds get changed without our realizing it—is still rock solid.
BONUS: Check out this analysis of Oprah, and compare it with what Cialdini describes above:
* I know that isn’t the quote; me and Audre Lorde have a difference of opinions here.