Influence: 6 key ideas
The core ideas of Influence, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 6
Reciprocity
People feel obliged to return favours.
Give something first, with no strings attached.
- IDEA 2 OF 6
Commitment and consistency
Once people commit publicly, they want to act consistently.
Small commitments lead to bigger ones.
- IDEA 3 OF 6
Social proof
When uncertain, people look to others like them.
Show how many similar people chose this.
- IDEA 4 OF 6
Liking
We say yes to people we like: those who are similar, compliment us and cooperate with us.
- IDEA 5 OF 6
Authority
People defer to credible experts.
Make your expertise visible before you make your case.
- IDEA 6 OF 6
Scarcity
Things seem more valuable when they're rare or about to disappear.
Highlight what's unique.
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