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Zusammenfassung von The Small BIG

Name: The Small BIG
Rating: 4.3 (67 reviews)
Author: Steve J. Martin, Noah J. Goldstein and Robert B. Cialdini

Steve J. Martin, Noah J. Goldstein and Robert B. Cialdini

Small Changes that Spark Big Influence

4.3 (67 Bewertungen)

16 Min.

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The Small BIG
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Kernaussage 1 von 8

What’s in it for me? Learn how persuasion really works!

We often think that a good message is the only factor that determines whether we win someone over or not. But since every one of us has different values and opinions, the same message can have totally different effects, depending on who the receiver is.

In these blinks, you’ll learn some small tips that will make a big difference in your powers of persuasion. Whether it’s at home, at the office, or in your own decision-making, you’ll find that the small bigs can revolutionize the way you approach persuasion.

After reading these blinks, you will:

know how to get people to show up to their doctor’s appointment.
see why focusing on business failures is better than studying business successes.
see how graffiti leads to litter.

A few small changes in persuasion can have a big impact in getting people to commit.

Did you know that some simple, small changes can significantly alter how persuasive a message is?

More than a crafty tactic, persuasion is important, and lack of it can have costly consequences. For example, as a society, we lose a lot of money when we don’t fulfill our commitments. So persuading others to fulfill their commitments can be very beneficial.

One industry which suffers as a result of lack of commitment is health-care. A popular phrase in healthcare is DNA, standing for “Did Not Attend.” This is when we schedule an appointment but don’t show up. In the UK alone, the problem of DNA has accounted for a £800 million loss.

Governments and organizations are responsible for collecting funds in a prompt manner. Yet, due to late or absent payments, governments, organizations and customers alike are all charged fees.

Fortunately, even slight changes in the approach can have a surprisingly large effect.

You might think that if we were to offer people detailed information and a rational explanation on the subject, it would change their behavior. Take turning off the lights in an office, for example: a common approach is to give your co-workers reasons why it’s important to switch them off, such as cost efficiency and environmental friendliness.

But persuasion science studies tell us that these rational methods are likely to fail.

There is a better way to get workers to switch off their lights. It’s a small change that has a big effect: put a garbage bin under the light switch. This way, workers will be predisposed to flip the light switch as they throw out their waste when they leave the office.

This is just one of the small bigs that can effect people’s behavior.

As the rest of the blinks will show, these small bigs can also solve the aforementioned DNA problem and much more.

Changing people’s environment can change behavior.

Here’s a negotiating tip: before you hone your strategy, select the right place to hold the negotiation. Your environment is far more influential than you think.

Depending on the situation, certain environments can even influence how responsible we are.

People tend to follow what the majority are doing.

The decisions we make are based on our own thoughts, right? At least that’s what we like to think. But our behavior is strongly influenced by those around us, particularly by those with whom we identify. This tendency is called social proof.

To take a closer look at social proof, the company Influence at Work decided to address the issue in the UK that many people were not paying their taxes.

Focus as much on other people’s mistakes as your own.

We are all scared of making mistakes. But we can learn to play mistakes to our advantage.

One way to do so is by noting other people’s mistakes. Rather than emulating what successful entrepreneurs did to make them successful, focus on what led to their failures.

Being self-confident, or at least appearing self-confident, boosts your persuasion powers.

Just as our physical environment is key to the art of persuasion, so is the persuader. Some minor changes in how we portray ourselves can do wonders for communicating our message effectively.

Moreover, if you can convince people that you’re an expert, you’re already halfway to becoming a master of persuasion. For example, recent brain-imaging studies illustrate that we’re more likely to make financial choices that are otherwise unfamiliar to us when we are advised by an expert, such as a well-known economist.

Keep your people motivated and committed.

If you manage anyone at work, you will want to know how to motivate them. Here’s some useful advice.

Often workers don’t achieve their full potential because they feel that what they are doing is not significant enough. When this happens, they start feeling detached from their jobs.

The offer itself isn’t as important as the moment you make it.

As we’ve seen, good negotiating is about how and where you present your message. Another way to get a solid start on negotiating is to make the first offer and make it precise.

Customers take the first offer from their counterpart and use it as a base or anchor for the negotiation. Even if an initial offer is much higher than they were expecting, they will adjust their expected figure accordingly.

Sometimes you have to give people some time.

Even the best persuasion tactics sometimes fail simply because people don’t want to change their behavior right this minute. In order to be persuasive, it’s often a good idea to remember that instant change isn’t always the only way.

Sometimes we need to give people some time to act the way we want them to.

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Worum geht es in The Small BIG?

The Small BIG offers 52 examples on how minor changes in your behavior can make you more confident and successful when it comes to negotiating with and persuading others. Those who read this book will be able to draw value from the examples and make significant improvements to their persuasion style.

Bestes Zitat aus The Small BIG

… Strategies that simply attempt to inform people into making a change carry a high likelihood of failure.

—Steve J. Martin, Noah J. Goldstein and Robert B. Cialdini

Wer The Small BIG lesen sollte

Anyone who manages individuals or teams
Anyone with children
Anyone who wants to improve his or her persuasiveness

Über den Autor

Dr. Noah Goldstein is Associate Professor of Management and Organization at UCLA Anderson School of Management and also holds joint appointments in the Psychology Department and the David Geffen School of Medicine. He has won awards in both teaching and research and was on the Scientific Advisory Board of two Fortune Global 500 companies.

Dr. Robert Cialdini is the most cited living psychologist in the field of influence and persuasion. His career has centred on researching the science of influence. He is the best-selling author of Yes: 50 Scientifically Proven Ways to be Persuasive.

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