the way of the dog is based on geoff burch ` s sheepdog story - familiar to many from his international speaking activity and his previous book resistance is useless. he uses the analogy of a sheepdog herding sheep to describe a sales process with a reluctant customer who is steered, through obstacles to a position where a purchase is guaranteed. the book deals with this idea of inevitability and gives you a step by step road map to applying it to whatever your particular goals are. the way of the dog combines the quick wit of a stand up comedian with the serious thoughtfulness of a psychoanalyst, giving a book full of usable hints and tips. he explains the value and power of persuasion – a verbal martial art that, if used correctly will always give you the outcome you desire in your personal and business dealings.