![]() ![]() Let me tell you about my awakening to the raw truth of how unconscious thoughts and feelings actually drive decisions more than we tend to be aware of. I mean in a “how you reflexively think and decide” sense. Why? Because, if you’re like me (and apparently this how most people tend to be), you have this tendency to assume the world operates more on rationality than is actually the case.Īnd when I say “assume” I don’t mean in an intellectual sense. This 5-star review gives a nice summary of the six principles, but I really recommend you read the book in its entirety. Over 1,700 people have reviewed the book on Amazon, and 88% of the reviewers give it 4 or 5 stars. It’s a book that can quite literally change your life, if you make use of the principles he discusses. In his book, Influence, The Psychology of Persuasion, Cialdini writes about six powerful tactics that compliance professionals all use to effectively and routinely manipulate people in all ranks of life. Psychology professor and best-selling author Robert Cialdini calls these kind of people “compliance professionals.” And he includes sales people and magicians in the group. And when I say “psychology” I mean street-level psychology like you see practiced by grifters, hustlers etc.
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