Influence: The Psychology of Persuasion
by Robert B. Cialdini

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

BK Takeaways

  • Certain words can trigger an automatic compliance response

  • Ask for much more than you want, then scale down to what you'd accept. The chances of someone saying yes to you goes up dramatically

  • We are phenomenal suckers for flattery

  • We will use the actions of others to decide on popular behavior for ourselves, especially when we view those others as similar to ourselves

  • It's amazing to read all of the ways our brain can be persuaded to do something we normally wouldn't do

  • Reciprocation: The old give and take

  • What we believe to be true is who we are

  • The more we like someone, the higher the likelihood that we will buy from them

Today is going to be a good day, I have a feeling...


vid of Dr. Robert Cialdini

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