Influence: The Psychology of Persuasion by Robert Cialdini is like uncovering the secret playbook of influence that shapes our decisions daily. While I initially picked it up as an extension of the Leading Self and Teams course at ISB, what I discovered was a toolkit far beyond team-building. It's a roadmap to understanding how influence operates in every facet of life—and how it's subtly used against us.
The six principles of influence read like a guide to human behavior:
Reciprocity: The need to return a favor. This principle becomes strikingly evident in social situations—like when a man buys a woman a drink at a bar. Often, this seemingly generous gesture carries an unspoken expectation of reciprocation, even if it's just a conversation.
Commitment and Consistency: Once we commit, we want to act in ways that align with our commitment. The book’s story about how parents unknowingly buy into toy companies' tactics is a masterstroke in illustrating this principle.
Social Proof: We follow the crowd, believing others know best. Ever wondered why nightclubs keep lines outside despite space inside? It’s intentional crowding—a brilliant but manipulative display of social proof.
Authority: We listen to experts or perceived figures of authority. A uniform, a title, or even a well-spoken tone can make us comply without question.
Liking: We’re more likely to be influenced by people we like—whether it's a charming smile or shared interests.
Scarcity: The fear of missing out (FOMO) drives action. Limited-time offers, scarce products, or exclusive deals all play into this principle. The panic of “Last 2 seats left” when booking a flight? Pure scarcity in action.
It’s not just a book about using influence—it’s a wake-up call to spot when it’s being used on us.
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