Few books illuminated the worlds of marketing, sales, psychology, and leadership as Dr. Robert Cialdini’s 1984 classic Influence. Since their inception, Cialdini’s six principles — (1) Reciprocity, (2) Commitment and Consistency, (3) Social Proof, (4) Authority, (5) Liking, and (6) Scarcity — have shone like flares marking the path toward getting what you want.
So, here’s the twist.
It turns out that Influence was only part one of a larger journey that took Cialdini another 30 years to complete. While the six principles are powerful and scientifically validated “weapons,” they didn’t spotlight the most critical moment of any persuasive exchange: the moment before. Read more...
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