Building Influence using 6 universal principles of persuasion

 

Influence is a classic book on persuasion written by Dr Robert Cialdini, the seminal expert on the topic. Research for the book involved the author going undercover and training at used car dealerships, fund-raising organizations, and telemarketing firms to investigate the psychology of persuasion.

The book has sold millions of copies worldwide and is considered one of the best business and psychology books ever written.

 

Key message of the book:

Learn about the fundamental principles of persuasion to know how to influence others and how others can influence you.

Cialdini uncovered 6 universal principles of persuasion. Based on them, here are some tips that can help you exercise influence and guard against manipulation.

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