Influence: The Psychology of Persuasion has to be one of my all time favourite books in my business library. This is a classic book by Dr Robert Cialdini on the science of persuasion. What I specifically like about this book is the extensive research that has gone into understanding personal behaviours and what makes people change their mind.

One of the key insights for me is as humans how much we want to give the impression we are consistent in our behaviours and yet still follow the crowd. It is this kind of behaviour that makes it so easy for marketers to sell concepts, ideas and products to us. Yet as Dr Cialdini points out we can also get a sense of being marketed to when we understand what really makes us tick.

The book focuses on what Dr Cialdini calls six Weapons of influence.
1. Reciprocation.
2. Committment and Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity.


Buy it read it. Implement it. I highly recommend this book to professionals, whether as business owners, sales people or anyone in a position that requires good negotiating and influence skills.