Influence, New and Expanded: The Psychology of Persuasion
by Robert B. Cialdini · 2021
In a nutshell
Robert Cialdini's groundbreaking work on the psychology of compliance. Essential for founders who need to persuade customers, investors, and employees.
Overview
Cialdini identifies seven universal principles of persuasion backed by decades of research. Understanding these helps you ethically influence and recognize manipulation.
The Seven Principles
1. Reciprocation
People feel obligated to return favors. Give value first.
2. Commitment and Consistency
People want to be consistent with past actions. Get small yeses first.
3. Social Proof
People follow what others do. Show popularity and testimonials.
4. Liking
People say yes to those they like. Build genuine connections.
5. Authority
People defer to experts. Demonstrate credibility.
6. Scarcity
People want what's limited. Create genuine scarcity.
7. Unity (New)
People say yes to "us". Build shared identity.
Applications
- Sales: Social proof, scarcity, reciprocation
- Marketing: Authority, liking, consistency
- Fundraising: Unity, authority, social proof
- Hiring: Liking, reciprocation, commitment
Ethical Use
Cialdini emphasizes these work best when authentic. Manipulation backfires.
For Founders
- Understand why people say yes
- Recognize when you're being influenced
- Apply ethically in business
- Design products with these principles
New and Expanded edition published by Harper Business 2021. Over 5 million copies sold.
Reference
Influence, New and Expanded: The Psychology of Persuasion — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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