Human decisions and behaviour cannot be achieved without some degree of manipulation.

Manipulation is not exactly belief, not precisely coercion and not just as a deception. This elusive phenomenon is found somewhere in the grey area between these motivational actions, and this grey place presents considerable difficulties in characterizing the manipulations and measuring their effects. The expert manipulator adopts strategies that conceal a normative and legal evaluation of his actions. Its sophisticated and deceptive methods of influence question the wisdom of the main supporters of an open society. The challenge comes in almost every imaginable size, from politics to advertising, education and even closer relationships.