The art and science of persuasion is critical for getting anything big done. We need the help and support of others, and charisma alone is not enough to change behaviors, bend wills, or fuel sacrifices.
Robert B. Cialdini, the godfather of persuasion studies, has written extensively about the core six principles (and now seven) of persuasion in his seminal work “Influence.” In it he shows how anyone can apply persuasive principles to influence others effectively and productively.
The principles can be learned, and here they are, as well as what you can do specifically for each principle to inspire—and persuade:
Liking
People are more likely to say “yes” to those they like. But what drives liking? Two factors: similarity and praise. Establishing genuine connections through shared interests or experiences fosters trust and goodwill. Offering sincere compliments is another powerful way to build rapport.
Reciprocity
The principle of reciprocity is simple: People tend to repay kindness. Even small gestures, like sharing exclusive information or lending support during a busy period, can create a sense of obligation and encourage cooperation. Leaders can apply reciprocity by modeling the behaviors they wish to see, whether it’s trust, cooperation, or a positive attitude.
Social proof
Humans are social creatures, and we often look to others to guide our decisions. Testimonials, endorsements, or seeing colleagues adopt a new initiative can motivate others to follow suit. Leaders can amplify this effect by enlisting respected peers to advocate for change or to serve as role models.
Commitment and consistency
Once people make a public, active, and voluntary commitment, they are more likely to follow through. This is why writing down goals or publicly declaring support for a project can be so impactful. Leaders can leverage this principle by asking employees to document agreements or share their plans openly, reinforcing their commitment to action.
Authority
People naturally defer to experts, but expertise must be demonstrated, not assumed. Displaying credentials, sharing past successes, or providing examples of relevant experience can establish credibility. Leaders can subtly establish their authority through storytelling and by making their expertise visible.
Scarcity
We desire more of what is less available or dwindling. Highlighting exclusive opportunities or limited-time offers can motivate action. However, this principle should always be applied genuinely to maintain trust.
Unity (new addition)
Unity is the idea that people are more likely to be influenced by those they perceive as part of their shared identity, “one of us.” Unity taps into a collective bond—such as family ties, shared values, or group affiliations. When people feel a sense of belonging, they’re more inclined to trust and follow the guidance of those within their in-group.
Leaders can tell stories about the company’s founding, challenges overcome together, or moments of collective triumph. These narratives create an emotional connection that reminds people of their role in a larger, meaningful journey. They tap into our innate emotional desires to be part of something “bigger than ourselves.”
Use them wisely
Cialdini emphasizes the importance of authentic and honest application. Manipulation may yield short-term results, but trust is the foundation of lasting success.
Like all great emotional intelligence components, persuasion is a good thing that must be cultivated and understood if you want to enhance trust, collaboration, and loyalty, and enable your teams to achieve greater alignment and success.
Have a great week-
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