I came to know about this book while surfing twitter and reading an article about Shopify CEO Tobias two books that made me billionaire. The first book Influence: The Psychology of Persuasion by Robert B. Cialdini deals with science of persuasion. At first I thought of it as another self help book but it turned out be more of a science book describing various persuasion elements by providing references to various research studies that have been conducted around the world.
Highly recommend reading this book. In case time is an issue this article by Alan Trapulionis does a good job of summarizing the core learnings of the book.
There is an updated May 2021 version with a new principle Unity. I read the older version, can't wait to get my hands on the new one.