September 5, 2025 Robert Cialdini’s “Influence” is the definitive guide to understanding how and why people say yes. This groundbreaking work delves deep into the psychology of persuasion, backed by years of psychological research. This book is essential reading for any leader serious about understanding human psychology and improving their influence skills.
The Seven Principles Framework
Cialdini organizes human persuasion into seven fundamental principles, each supported by extensive psychological research and real-world examples:
▶ Reciprocity – People feel obligated to return favour, even small ones. This principle drives everything from sales tactics to charity fundraising, showing how “giving first” creates powerful influence opportunities.
▶ Commitment and Consistency – People have a deep need to be consistent with their previous decisions. When someone makes a voluntary public commitment, they will follow through.
▶ Social Proof – People look to others’ behavior to guide their own actions, especially in uncertain situations. Laugh tracks on TV shows and phenomenon of suicide clusters are great examples of this.
▶ Liking – We’re more easily influenced by people we like. Similarity, compliments, and shared goals all increase our likelihood of saying yes to someone’s request.
▶ Authority – We defer to experts and authority figures, sometimes blindly. Studies show that titles, uniforms, and credentials trigger automatic compliance.
▶ Scarcity – People value things more when they perceive them to be scarce or limited. “Limited time offers” and “exclusive access” create urgency that drives decision-making.
▶Unity – Added in the latest edition, this principle focuses on shared identity. People are influenced most by those they perceive to be “part of us,” not just similar to us. This taps into deeper tribal instincts around family, teams, and community.
Every principle is backed by examples, anecdotes, and memorable stories that readers can easily relate to and remember. The latest expanded edition includes over 250 additional pages of new research and case studies, reflecting how “influence” operates in our digital age.
Highly recommended for leaders looking for influence strategies grounded in extensive research and proven effectiveness
