In an era defined by artificial intelligence, remote decision-making and information overload, the ability to influence effectively has become one of the most valuable professional skills. In Magnetic Influence (Kogan Page), bestselling author, award-winning negotiation expert and performance coach, Tim Castle offers a practical guide for anyone seeking to thrive professionally and personally in a rapidly changing environment.
As organisations increasingly integrate AI into workflows, the most high-stakes conversations of negotiation, persuasion and leadership continue to depend on human judgement, trust and emotional intelligence. Against this backdrop, Magnetic Influence stands as a revolutionary guide in this AI-augmented landscape for not only business leaders, but also everyday people looking to better themselves and succeed.
Recognised as one of the Top 30 Negotiation Professionals in the World by Global Gurus in 2025 and 2026, Castle draws on over a decade of experience working with global organisations, executives, and high-performance teams. Blending behavioural psychology, practical examples, and negotiation frameworks, Castle helps leaders and businesses achieve stronger outcomes in complex commercial environments, unlocking performance, building strategic clarity and creating momentum.
In Magnetic Influence, the author explains how professionals can combine AI-enabled insight with human-centred influence to lead more effective negotiations. Moving beyond traditional negotiation theory, Castle unpacks his practical MAGNETIC framework: Meaningful impact; Authenticity; Gravitas, generosity and gratitude; Networking superconnector; Energetic vibration; Trust; Intuition; and Connection. Designed for modern business environments shaped by digital communication, remote collaboration, and accelerated decision cycles, Castle blends behavioural science, mindset coaching and proven strategies that strengthen persuasive capabilities.
The book explores key themes including AI-enhanced negotiation preparation, building trust in virtual environments, psychological drivers of decision-making and tactical secrets of influence. Castle also highlights how emotional intelligence is a critical skill, especially in tense and stressful situations, to build a negotiation edge and lead with influence and control.
Ultimately, Magnetic Influence is designed for ambitious professionals, leaders and everyday people who are driven to improve their influence and success in uncertain and fast-moving environments. While particularly relevant to sales leaders, negotiators and executives, its insights are equally applicable to entrepreneurs, consultants and emerging business professionals seeking to strengthen their ability to communicate, persuade and lead in a disrupted world.
With Magnetic Influence, Castle delivers the skills, insights and mindset to sharpen influence, close stronger deals, lead with authority, and navigate an AI-augmented world where attention is limited and competition is intense.
Magnetic Influence: How to negotiate and persuade in a disrupted world is available on Amazon and in all good bookshops from 3rd June.
