I might make this my most fascinating read of 2007. It’s a book I picked up a while ago when I was reading a bunch of books on business, leadership, and management but I never actually got around to reading it. I’m glad I finally wised up.
Influence: Science and Practice began as Dr. Robert Cialdini’s attempt to write a textbook, then turn it into a readable paperback, then just combine the two. Cialdini worked as a researcher into “compliance methods” before beginning his professorship of psychology at Arizona State. In his remarkable book, Influence, he explores six areas where people become incredibly compliant. They obey what he calls the click, whirr response: in response to certain stimuli, the tape clicks on, and the actions automatically play out.
For instance, the mortal enemy of the turkey is the polecat. Polecats steal turkey chicks and, if a mother turkey sees one, she’ll chase it down and tear it apart if she can. Researchers tried putting a stuffed polecat in the middle of some turkeys and the mother turkey instantly tore it to pieces. Next, they tried putting a stuffed polecat into the middle of the same group of turkeys with one difference: they put a tape recorder inside the polecat which played the cheep-cheep of the turkey chicks. The mother turkey accepted the polecat and even pulled it underneath her. When the tape recorder ran out of cheep-cheep sounds, the mother turkey instantly turned on the stuffed polecat.
The mother turkey exhibited an automatic response to a certain stimulus: when the cheeps happen, you nurture whatever is making the cheep sound. Cialdini contends that there are many things that trigger people’s automated responses as well—not with the perfect consistency of a turkey, but with astounding patterns. Cialdini divides these triggers up into six broad categories, each of which I’ll list here with a small sampling of the ways the book claims the principle shows up.
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