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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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Influence summary
The Psychology of Persuasion
33 mins
Brief summary
Influence by Robert B. Cialdini is a psychology book that explores why people say "yes" and how to influence them ethically. It unveils six principles of influence, and how to defend against them.
Table of Contents
Influence
Summary of 11 key ideas
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Key idea 1 of 11
Our brain loves shortcuts, and they can be used to manipulate us.
Turkey mothers are wonderful parents: loving, protective and nurturing of their young.
However, look a little more closely and you’ll see that this tenderness hangs by a single thread. If a chick emits the distinctive “cheep-cheep” sound, the mother will care for it lovingly. But if the chick does not, the mother will ignore or even kill it!
The “cheep-cheep” sound is so persuasive that even a replica of the turkey’s arch-nemesis, the polecat, will elicit tender care from the mother turkey as long as it cheeps loudly.
For the mother turkey, the sound is a simple shortcut that allows her to quickly and, in most cases, reliably identify its chicks, triggering its maternal instincts.
We humans like to think of ourselves as clever, which is why the mother turkey’s shortcut can seem quite foolish to us.
But the fact is that we use very similar psychological shortcuts as well.
This is due to simple necessity: the world is a complex place where it’s impossible for us to reflect upon the details of every decision we make. Thus, we use quick shortcuts, and most of the time they serve us well.
One example of such a shortcut is that we’re much more willing to do people a favor if they provide us with a reason – any reason.
In an experiment to study this phenomenon, a researcher asked people queueing up to use a copy machine whether she could skip the line. She found that if she gave a reason – “May I skip the line because I’m in a rush?” – 94 percent of people complied with her request.
If she gave no reason, only 60 percent complied.
But, fascinatingly, if she gave a nonsensical reason – “May I skip the line because I need to make copies” – 93 percent still complied. Apparently, people have a mental shortcut that deems any reason at all sufficient to grant a favor!
More worryingly, just as scientists can trick a turkey into mothering a stuffed polecat, so-called compliance professionals like advertisers, salesmen and con artists can fool us into using our shortcuts against our own interests. They usually do this to get us to comply with their demands, for example, to buy a product.
One example is the commonly abused “price indicates quality” shortcut. People usually assume expensive items are of higher quality than cheap ones, and while this shortcut is often at least partially accurate, a wily salesman might well use it against us. For example, did you know that souvenir shops often sell unpopular goods by raising rather than lowering their prices?
Since dealing with the complexities of life means having to rely on shortcuts, we must identify and defend ourselves against the manipulators who would trick us into wrongly using those shortcuts, lest we end up looking as foolish as the poor mother turkey.
The following blinks will introduce you to six basic psychological principles that we use as shortcuts, and which can be exploited for persuasion: reciprocation, scarcity, consistency, social proof, liking and authority.
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What is Influence about?
Influence (1984) explains in detail the fundamental principles of persuasion. How do you get people to say yes? How do other people get you to say yes? How are you manipulated by sleek salesmen, clever marketing folks and sneaky confidence tricksters? These blinks will help you understand the psychology behind their techniques, enabling you to unleash your own persuasive powers, while also defending against their tactics of manipulation.
Influence Review
Influence (1984) explores the psychology behind persuasion and how to defend ourselves against manipulative tactics. Here's why this book is worth reading:
- With its in-depth exploration of the psychological principles behind influence, the book offers valuable insights into human behavior and decision-making.
- By providing a wide range of real-life examples and studies, it demonstrates how individuals and organizations use influence techniques, making the content practical and relatable.
- The book's engaging writing style keeps readers hooked, making the topic of influence come alive and ensuring that it's definitely not boring.
Best quote from Influence
There is no expedient to which a man will not resort to avoid the real labor of thinking.
—Robert B. Cialdini
Who should read Influence?
- Anyone working in marketing or sales
- People who sometimes find it hard to say no to salespeople or marketers
- Those interested in how their decision-making is constantly being manipulated
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Influence FAQs
What is the main message of Influence?
The main message of Influence is how to persuade and influence others more effectively.
How long does it take to read Influence?
The reading time for Influence varies depending on the reader, but it typically takes several hours. The Blinkist summary can be read in just 15 minutes.
Is Influence a good book? Is it worth reading?
Influence is worth reading as it provides valuable insights into the art of persuasion and influence.
Who is the author of Influence?
The author of Influence is Robert B. Cialdini.
What to read after Influence?
If you're wondering what to read next after Influence, here are some recommendations we suggest:
- The Miracle Morning by Hal Elrod
- How to Win Friends and Influence People by Dale Carnegie
- How to Enjoy Your Life and Your Job by Dale Carnegie
- Do Breathe by Michael Townsend Williams
- Never Split the Difference by Chris Voss and Tahl Raz
- How to Talk to Anyone by Leil Lowndes
- The 7 Habits of Highly Effective People by Stephen R. Covey
- Mindset by Carol Dweck
- The First Minute by Chris Fenning
- Dare to Lead by Brené Brown