Influence is a book about how people are persuaded, often without even realizing it. Robert Cialdini breaks down six key psychological principles that explain why we say “yes” to certain requests. These tools are used by marketers, salespeople, leaders, and even friends and coworkers to shape behavior.
Key Takeaways
- Reciprocity: People feel obligated to return favors. If someone gives us something - whether it’s a gift, a compliment, or help - we naturally want to give something back.
- Commitment & Consistency: Once we commit to something, especially publicly, we want to stick with it. This principle explains why getting people to agree to a small request first can lead to bigger agreements later.
- Social Proof: We tend to do what others are doing, especially when we’re uncertain. If lots of people are doing something (like choosing a product or following a trend), we assume it’s the right thing to do.
- Liking: We’re more likely to be influenced by people we like - those who are friendly, attractive, similar to us, or give us compliments. Relationships matter when it comes to persuasion.
- Authority: People are inclined to follow the lead of experts or authority figures. We trust those who appear knowledgeable, wear uniforms, or have titles - even if we don’t question their credentials.
- Scarcity: When something is limited or hard to get, we want it more. The fear of missing out drives people to act quickly and emotionally.
About George Livingston
George is a business leader and technologist currently leading Product and Software Development at The Escape Game. Previously, he led similar teams in healthcare and commercial real estate. Earlier in his career, he built several startups including a jerky company which grew into a nationally distributed consumer brand.