Harnessing the Science of Persuasion
A summary of the full-length HBR article by Robert B. Cialdini, highlighting key ideas.
THE IDEA IN BRIEF
Do you have it—the power to capture your audience, sway undecideds, convert opponents? In matrixed organizations, persuasion trumps formal power. It’s essential to getting things done through others.
Persuasion works by appealing predictably to deeply rooted human needs. We can all learn to secure consensus, cut deals, win concessions—by artfully applying six scientific principles of winning friends and influencing people.
THE IDEA IN PRACTICE
Persuasion Principles |
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Principle |
Example |
Business Application |
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Liking: People like those like them, who like them. |
At Tupperware parties, guests’ ... | |
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