Episode Details

Today I am beyond excited to have Bob Cialdini here to talk about the newly expanded version of his book Influence. There are 220 additional pages and a 7th principle of persuasion that has been added, which he explains in the conversation.

If you've been listening to the podcast for a while or have a background in behavioral economics, behavioral science, or psychology, you have likely heard the name "Cialdini." His work paved the way for so many careers and I'm pleased to report that he is just an incredibly nice person who is a delight to talk to.

During our conversation, you will notice that I ask questions from listeners just like you – how exciting is that? These questions were posed from within my free global community of behavioral economics and behavioral science enthusiasts, the BE Thoughtful Revolution, which you can join today, and maybe you'll hear a future guest answer one of your questions during the show!

• [00:08] In today's episode I am so excited to be speaking with Dr. Robert Cialdini about the newly expanded version of his globally acclaimed book, Influence.
• [01:17] Cialdini's work paved the way for so many careers
• [03:07] Bob shares more about who he is and what he does. He is a behavioral scientist with an emphasis on persuasion and social influence.
• [05:52] He found a small footprint of principles that seemed to be employed in all the professions he studies and he decided to write a book on the topic.
• [08:18] Bob shares the first six principles that he talks about in the book. The first is reciprocity—that people will give back to people that have given to them first.
• [09:27] The second principle is liking—we like to say yes to those we know and like. We can identify genuine similarities that exist between us and then raise them to consciousness. We can also give genuine compliments.
• [10:22] The third principle is social proof. When people are uncertain they don't look inside themselves for answers so they look outside. One key place they look is to their peers.
• [12:55] The fourth principle is authority. Besides looking at peers the other principal source they look to for information is the voices of experts or authorities of the topic.
• [13:41] The fifth principle is commitment and consistency. We all have a preference to be consistent with what we have already said and done especially in public.
• [15:00] The sixth principle is scarcity. We want more of those things we have less of. We find those things that are scarce, rare, and dwindling in availability more attractive.
• [15:47] After writing the first six principles, he started to recognize that there was one principle he had missed. The seventh principle is unity.
• [18:55] Bob shares his story and lesson about the Cuban Missile Crisis.
• [20:37] It turned out that Kennedy had an act of reciprocation in place and had not drawn a hard line as many thought.
• [21:54] It was a reciprocal concession that helped end the Cuban Missile Crisis.
• [23:48] It turns out if you look at loyalty and advocacy of your product and service it is not a problem-free experience they are looking for. Instead, it is a problem freed experience. Bob shares a problem that was resolved in favor of the customer.
• [25:04] There are going to be mistakes and bobbles. If those people can then resolve the problems quickly that is what is perceived as a special kind of gift to the customer who then feels obligated to give something special in return.
• [26:08] When there are mistakes, there should be budgets available to allow you to fix that mistake.
• [28:07] If there is a problem, it is an opportunity to have this reciprocity benefit.
• [29:13] Melina asks a listener question from Adnan: "How do your strategies of influence adapt to a digital world, for example, social m