Influence by Robert Cialdini [Book Summary #9]

One of the ways I select which books to read from the vast, unfathomable depths of the Sea of Books is by looking for recurring recommendations from guests on the Tim Ferris Show. Tim interviews top performers from every field imaginable; I find overlapping book recommendations from diverse fields to be an indicator of a great book. Using this method has led me to the Alchemist, The War of Art, and Influence. All of these books have had significant impact on the way I view the world, and I'm grateful to Tim and his guests for leading me to them.

Influence became a must-read after Scott Adams--creator of Dilbert and all around interesting character--said it was a book that came up again and again while speaking to successful individuals. It did not disappoint; Dr. Cialdini has put together a succinct manual on how and why compliance techniques work. My notes are sparse, so I suggest anyone looking to be more persuasive or less susceptible to persuasion read the book.

My Notes

*Humans have certain fixed action patterns that initiate when a certain trigger feature is employed.

• Request plus reason--using the word because--results in a much higher success rate, even when reason gives no new information

*Contrast Principle (e.g. lift something light first, the second item will feel much heavier than if first item was not lifted): Show expensive items first.

Weapon of Influence #1: Reciprocation

-It's Overpowering

-Enforces Uninvited Debts

-It can Equal Unequal Exchanges

-Engenders Reciprocal Concessions (even when thing is not wanted at all)

Weapon of Influence #2: Commitment & Consistency

-Once we make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment.

*Active, public, effortful commitments are very effective.

**Even more effective when they own actions; we accept inner responsibility for a behavior we think we have chosen to perform in the absence of strong outside pressure.

-Special vulnerabilities: Age (older people) & Individualism

Weapon of Influence #3: Social Proof

-We view a behavior as correct in a given situation to the degree that we see others performing it.

-Enhancers: Uncertainty; Similarity (to one's self)

Weapon of Influence #4: Liking

-Physical Attractiveness; Similarity

Weapon of Influence #5: Authority

-Titles; Clothing; Trappings (cars, etc.)

Weapon of Influence #6: Scarcity

-Opportunities seem more valuable to us when they are less available.

-Newly experienced scarcity is more powerful than fixed, long-term scarcity. [SALE! TODAY ONLY!!]