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Influence

Robert B. Cialdini

Influence

by Robert B. Cialdini

Influence

Robert B. Cialdini

5 min
3 key insights
Visual, audio & text

Influence has been the go-to book for marketers since its release in 1984, delivering six key principles behind human influence, and explaining them with countless practical examples.

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Influence

by Robert B. Cialdini

Influence

Robert B. Cialdini

Overview

Dr. Robert Cialdini needs no introduction. He is a legend in the world of marketing and sales. After three years of research at car dealerships, charity organizations, and telemarketing companies, he published this modern business classic in 1984.

Cialdini discovered six key principles which influence how we make decisions:

  1. Reciprocity
  2. Consistency
  3. Social Proof
  4. Authority
  5. Liking
  6. Scarcity

Influence became a modern business classic. Just like The 7 Habits of Highly Effective People, it's now required reading for anyone trying to succeed in the world of work and entrepreneurship.

Cialdini calls his principles 'shortcuts': if they're triggered, we jump to conclusions faster. Our brains like using them because they save time. They can be used for us or against us, but it is essential to understand how they work.

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"Our best evidence of what people truly feel and believe comes less from their words than from their deeds."

Robert Cialdini

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Influence

Robert B. Cialdini

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