Dr. Robert Cialdini, the godfather of influence

Summary

In this insightful interview, Guy Kawasaki speaks with Dr. Robert Cialdini, the 'Godfather of Influence,' about his work on persuasion and the power of a growth mindset. Cialdini shares his expertise on the optimal response to 'thank you,' the importance of understanding the principles of influence, and how to effectively use them in various situations, including politics and marketing. The conversation highlights the ethical considerations of using persuasive techniques and the role of the 'convert communicator' in changing minds. Cialdini's profound understanding of social psychology offers valuable lessons for anyone looking to enhance their influence and communication skills.

Takeaways

• 🌟 Bob Cialdini, known as the 'Godfather of Influence', has significantly impacted marketing, evangelism, sales, and personal development with his work.
• 📚 Cialdini's book 'Influence: The Psychology of Persuasion' serves as a guiding light for conducting business and shaping lifestyle choices.
• 🤝 When someone thanks you, an optimal response is 'I know you would do the same for me', which emphasizes future reciprocity and strengthens social bonds.
• 📈 Cialdini suggests that the quality of returns for a favor declines over time, so it's beneficial to provide opportunities for immediate reciprocation.
• ⚾️ Cialdini's initial career path involved a chance to play minor league baseball, but a wise scout advised him to pursue education instead, leading to his influential career in social psychology.
• 🏆 The six principles of influence - reciprocity, scarcity, authority, consistency, liking, and consensus - still hold power in the digital age, though the internet has changed how they are applied and perceived.
• 💡 The term 'peersuasion' has emerged, highlighting the significant influence of peer reviews and recommendations in the digital marketplace.
• 📖 Cialdini's book 'Persuasion' differentiates between 'persuasion', which focuses on the message content, and 'pre-suasion', which primes the audience to be more receptive to the message.
• 🎯 Pre-suasion can be powerful, as it directs the audience's attention to related concepts before the main message is delivered, thus making it more appealing.
• 🤔 Ethical concerns arise when influence techniques are used dishonestly; consumers should be vigilant and respond to deceptive practices by sharing their experiences online.
• 🚀 Cialdini's insights and strategies continue to be highly relevant and applicable, encouraging individuals to adopt a growth mindset and effectively persuade in various aspects of life.

Q & A

What is the main topic of discussion in the podcast?

The main topic of discussion in the podcast is the concept of a growth mindset and the principles of influence and persuasion, as discussed by Bob Cialdini, the 'Godfather of Influence'.

How does Bob Cialdini respond to someone thanking him?

Bob Cialdini suggests responding not just with 'You're welcome,' but with 'I know you would do the same for me,' which implies a future reciprocation and strengthens the relationship.

What is the significance of the phrase 'I know you would do the same for me'?

The phrase 'I know you would do the same for me' is significant because it refers to a future situation where the roles might be reversed, thus fostering a sense of mutual understanding and cooperation.

How does the quality of the return after a favor decline with time?

The quality of the return after a favor declines with time because the obligation to give back is strongest immediately after the favor is done, but this sense of obligation lessens over time, leading to potentially less valuable returns.

What are the six principles of influence mentioned in the book 'Influence: The Psychology of Persuasion'?

The six principles of influence are reciprocity, scarcity, authority, consistency, liking, and consensus/ social proof.

How has the internet changed the way these principles of influence are applied?

The internet has changed the way these principles are applied by providing access to information about the behaviors, choices, and opinions of people all over the world, thus amplifying the power of social proof and the ability to create and spread influence more broadly.

What is the difference between 'persuasion' and 'pre-suasion' as explained in the podcast?

Persuasion refers to the tactics or strategies used to move people in a desired direction once they receive a message, while pre-suasion is about preparing the recipient to be more receptive to the message before they even encounter it, by focusing their attention on related ideas.

How did Bob Cialdini become interested in the concept of pre-suasion?

Bob Cialdini became interested in the concept of pre-suasion after he experienced a situation where he gave more money than usual to a man soliciting for after-school programs for children. He realized that the man's approach, which focused on children's needs, had already persuaded him before the actual request was made.

What is the role of a 'convert communicator' in influencing people?

A 'convert communicator' is someone who was initially on one side of an argument or belief but changed their stance due to new information or experiences. They are effective influencers because their message carries more weight as they are speaking from a place of shared belief and experience.

How can the principles of influence be used ethically?

The principles of influence can be used ethically when they are applied honestly and transparently, without deception or manipulation. Consumers should be aware of communicators who use these principles and reward those who are truthful with trust and positive feedback, while calling out those who use them dishonestly.

What advice does Bob Cialdini give on how to effectively introduce a podcast or presentation?

Bob Cialdini suggests using the power of mystery to engage the audience. Instead of revealing everything upfront, he recommends creating curiosity by posing a question or hinting at an interesting fact or insight that will be revealed later, thus encouraging the audience to listen or continue to the end.