Influence
by Robert B. Cialdini
Cialdini's research on the principles of persuasion, reciprocity, commitment, social proof, liking, authority, scarcity and, in the new edition, unity, is the foundation of modern marketing and defense against it. It is long and thorough, with examples that are both entertaining and a little alarming once you see them everywhere.
Read it if…
you sell, lead, parent or buy anything and want to see the levers being pulled.
Skip it if…
you want a quick summary; the full edition is a textbook in disguise.
Three things you will actually use
- Give first; reciprocity is automatic.
- Get small commitments in writing.
- Beware of manufactured scarcity.
Do this first
For a week, notice each time one of the principles is used on you and name it.
Our verdict
The definitive book on influence; essential, dense, worth it.
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