Great Book: Influence, Science and Practice

Influence: Science and Practice (5th Edition) by Robert Cialdini

ISBN: 978-0-205-60999-4

This book is not exactly a hidden gem, since it has sold about 1.5 million copies.  I think that people who enjoy Malcolm Gladwell’s work will enjoy Cialdini’s work as well.  Unlike a lot of “business literature,” Cialdini approaches the topic of influence scientifically, relying on empirical data to answer the question “what leads people to compliance?”  A lot of time is spent on studies that are pretty well known (like the Stanley Milgram experiments).  What I found more interesting were the examples of how compliance is subtly used (both knowingly and unknowingly) by organizations that most of us come in contact with every day.

Influence can be read in two ways.  It was written to teach people how to avoid influence traps that play on the way we are wired biologically and socially.  I think that the book could also be used by individuals who are looking to improve their ability to influence others.

The book describes six “weapons of influence,” with each receiving its own chapter.  The weapons are: reciprocation, commitment and consistency, social proof, liking, authority, and scarcity.  The chapters discuss the weapon in depth, give real world examples of the weapons’ use, and discuss strategies for defense against the given tactic.  Each chapter ends with a great summary and some surprisingly useful discussion questions.

No matter what you do, you owe it to yourself to read this book.  It might even save you some money!